Title: Stay On Target

" Yeah. And -- smoke -- a comfy with Christopher Penn and Jones."

" Good morning welcome marketing arm cuff him John wants congress to -- densities marketing or coffee pretty bad this got factory. It's banned from mean I'm cutting my coffee was some like that's like my big joke a front that's right that's not well I have -- blaze jumping a let's -- Speaking it was actually I think that data -- they saw that in -- The two and a half minutes those media hammering on you so about on the will be up on lose their factories was expecting TV I think this week sometimes appears so inclined to check out that episode these Soledad in -- summoned. I have no idea if I can't remember what I said I'm gonna. So unfair and I was not incriminating text but it's no he -- held a domino that that Twitter rumbling -- Were rolling as you're up there and you brought some energy back to the mid second day which just like that that's a zombie land and you -- worst time to have to get the crowd gone. So that was it was a big plus. And we've got some other stuff to any of other stuff from my MS to write that -- still have valley shows with the recordings off the role that at some point before becomes hopelessly outdated. That sounds good and that I have. Interview with Stephen once from -- club -- so we've got some stuff there wouldn't between holidays coming up and things like California time to -- stuff on. You know who knows mentoring now then -- It's a funny stuff in the -- and keep things going. I'm -- to live stuff for today we get. I can email not a report from return path thinking about nonprofits and not you targeting email and I'll point to their white paper on that you can check it out. You know they were its focus specifically any announcing I think was something less than 12% of firms do that and and I know I've noticed huge success when we do geo targeted and unity go to specific city and say. And -- to go to a local events that we're gonna be here next day you know those emails get opened. You know 2030% more than just the general blast because its target it. But then there's so many other things decency and that's all that segmentation it seems like right now it is so many people have the systems in place. You do email marketing or other forms of marketing now let's take advantage of mutated to segment and to go that. You catalyst of segmentation. Services and."

" Thanks even using best practices yet it's it's funny when it comes to geo targeting emailed stuff -- that all that happens at when a collection which is you know we really inhibited the data into a database. I want eases fields to ask for that people do not feel is invasive possessed with some zip code. -- that would give you city state no country in and we'll give you actually a census numbers because there's someone puts in their their home zip code. Based on US census data which is freely available you can figure out who this person was an area with an annual median income is -- and stuff like that so. It's tremendously -- piece of information but. When you look at our fourth have first unless they emailed zip code right. That's fairly looks fairly innocuous it conveys a lot of information but it doesn't require a lot of typing on the by the person. And he still get a good chunk of mine of information on them. -- make you clintons -- good and forms of at all possible so it's good -- half. Now what do coastal nonprofits doing stuff with local -- to admit any small business to find this so much low hanging fruit that you need to do. You need to get Google local up and running for years you're nonprofit. It would depending on the audience is serving a mission you serve you may be the only company that comes up in the global localization. The results because you know if he if you happen to be -- child services or something like that. Most. Nonprofits. Most small businesses. Really don't know what they're doing online. It's -- do you -- say Yahoo! has its own local thing. If you wanna register with being as a search engine for local -- needed to actually go as the USE info USA -- uses that data provider which -- is unfortunate. I'm not a I've never been a fan and -- USA's stuff just because it is intensity very pricey for what is most of public domain data. But also in other there's other things you cash should be doing with your email communications and and with your website. -- super low hanging piece of fruit is. Put your postal mailing address and stuff I mean this year nonprofit electric donations it's. Here's where you can email without making it but yet have -- have a path that action down. Have your phone number and stuff. It's funny one of the things that we did when we are doing the Boston martial arts web site is suspect and the phone number feature prominently on pretty much every page tonight at or near the top. That confers a tremendous amount of of subtle trust to someone in the ability to send okay well again it's -- phone call these people. I don't have to go to eighteen forms and Polly -- called and I'm not gonna run into low voice telephone Friedel last area. Press that he funds and knows ship off the -- my blood correct it and attached to get -- over. And so say all that stuff matters and all little things and and other things. They're all really easy things to do kind none of these things like putting it had just on -- putting a phone number on stuff registering with local stuff. That means the clintons are quite nice things -- rocket science it's putting mall together and make it work."

" That's all -- to there's. From the web there's a couple wizardry and get zip archive of all visit -- know the weather that they're broken down. And then most feeling -- the the first 3 digits -- central sort facilities and those are pretty good. Roughly you know if you just if you don't wanna go through the hassle sorting big concern but first three numbers and that only -- grouping that's pretty close to GO match that can work."

" Yeah I believe actually the data is available for free at census dot gov with his son the US government website mean you can pay someone -- they are nicely form added new -- thing but if if you got some shops where very wrestling encode. Go to census dot governor get her free yeah well that's gotta be the latest and greatest two minutes and Alexander essence every ten years if it has been it. I think for rapid in terms of the federal government did expect a blazing speed. Let's say we actually you know it. And and I just remember this Microsoft map point if you are ever purchased that. Let's just beat analysts' zip codes and it will you mapped out that's as good as Google Maps what you do the same thing as well we need these API. Microsoft map point -- Gooden and is a little more user friendly and yet that is called used to be baked into excel and mason tennis by an off into its own thing I think it'll ideas like making that point 2003 I knew that we. Up to dig that up to discussing with the -- version -- that is because I haven't check that out quite awhile now itself put some good on the marketing your costs just look at us."

" everything. Okay we had to -- the questions -- the week you're asking about things that made you successful they didn't learn in school you know habits you picked up along the way things you do on a daily basis. That are very productive for helpful. But Warren you know part of any class she read we had both just generic commented saying that answering correspondents promptly with something that's very important. That helps -- you know especially service business that's huge. -- winner of that -- initial six pixels of separation that we're giving away because -- Diane who's local here in Norway which is on the verge of Boston. I heard that a common was negotiation and that while that's that is such a huge plant does it. I don't know many college students they get a negotiation course when they go through but in the business world that is just huge you know I mean you need that both internally and externally. And that's kind of a good touch went too -- to do a whole. Cast done you know how to negotiate for certain things I mean whether it's. -- spying doing events doing. -- and abuses and have -- working with -- agencies are working with other service providers I mean there's a ton of stuff to do negotiations front. So -- will be shipping out the book to -- that's through Amazon will take care of that. I don't know any other thoughts on that -- anything else that came -- no actually I'm I'm serious status who -- with very a negotiation heavy tips that list because it's stuff that and frankly I need help with some things it's not again -- its couple. Go through it. I that's who we can pick that up. Yeah. -- who emailed in asking a social media for small business. Do we had talked previous show about the fact that's kind of yet staying away from the snake oil people and -- trying to find reputable agencies that have a good track record. And he a -- you know what about the companies that don't have access the agency world in you don't have 2000 among -- grand a month or ten grand a month. To throw towards an agency. You know how can you kind of find a vendor what -- you -- on that front and hopefully make that workers are worth doing."

" You know honestly some social media works best for small businesses that works best for. It really works best in any industry or vertical where your competition is -- lagging behind by about 05 to fifteen years I mean. Yeah the classic examples going back to the the Boston martial -- example Marshall at schools are not known for. There intellectual prowess. Or their ability this lingo and -- on -- you know plenty ET dial up. Itself and the fact of the matter is that -- and in the case of a small business like a martial arts school. If you -- any depth into social media or into web marketing you're gonna just EU competition alive. Enemies and or some -- guys to beat you up at the epithet but barring that. And the really only the only caution I have there is that there's also a lot of other low hanging fruit to that you need to get done before you dip your feet in the social media waters. One the big things is you need to get it sent out a search optimize and things and if you don't do that than the social media stuff. No matter as much because people still can't find you soon you know search optimization getting a mailing -- up and running it as. People like crap on mailing lists there and in it's not sexy. But in terms of -- return on investment and end delivery of some of."

" The goods I really camping -- much else an instant marking that is as reliable and predictable. Casino marketing. Yeah -- again it's still that's the easiest way to get. Success and yeah. You know you've already got an existing relationship you know the message getting through a fair amount of time. And easy to respond. Andersen's -- having that. Email database is central because it will be almost the first thing that every social media network canceled summer SE do is he's sign up for all upload your address book -- your friends are on hand Elsa. If you don't have the email address in the and a database somewhere. You don't miss out on those opportunities to -- get that done. And then yelling and just look at communicating with your customers -- he would take your tough 500 customers to have them anyway never. You know I checked the various networks -- load of draw Hotmail account whatever and -- network my network to see who's on Twitter was on FaceBook. So he may find out that most your customers are not on the social networks so. It doesn't really matter -- you may find it and all the customers out on a particular network so you say okay you know we -- we weave together and was on FaceBook. So we need have FaceBook page and that's the did. With small business again it's it really is all about staying in touch with your customers and improve that relationship. And he can do that with digital media. Cool what you can also do that with regular stuff to learning you can send out email promotions and create a podcast. Of what's happening your story if people care about it."

" that's a great point about you know -- loading up and trying to all of our own FaceBook or they're -- to you don't. There's little there's no stats on any of the stuff you -- probably you know you may well be surprised to find there is one network where -- do hang out. And that could be great for your business for picture sharing effort you know -- conversations leads to things like that. And so that's a good lead into Greg Moore had asked about Flickr that you photo sharing site is there much traffic value over there. And he said is not only antibodies that got a bunch of images and wondering who's to -- his way to attract traffic. You know."

" How I've never uses the traffic generator. I. 4000 photos on the and I think yeah you got a bunch on their two day over a thousand affect conclusive and it's not a traffic generator -- for -- what I typically do is. -- all my photos those phones that don't suck. Horribly. I -- put a report in the creative commons. License on them and then I'll specify what the Activision has to be an -- you know you must links to financially podcast dot com and Christian press Penn dot com. If you use this photo that's -- here's the point text itself and I've gotten a number of links that way inbound links to my sites that's kind of we have done that. The caveat is have to have photos are worth looking into it I mean."

" If it employers photos or -- lens cap on boats you could that is there's plenty of crappy stuff up and that's there. That's it. I would use I use Flickr. I did photo sharing pretty much the then I'd you know I'm a big just tennis photography I love to be able to that have my lists of friends and contacts income and put them pretty much an addict every day or every 23 days of the most just go look at what they're shooting you know let's go -- see everybody's pictures of what they've been working on -- yeah you signed to find some professional people they use it and seeing it's really good ideas about how to compose and what works well lighting. I'm when things aren't that many people mean don't think this deep into but over on the right side there's a link to. And the meditate more info photos and you can dig in deeper south to what kind of lands that they use and you know to the fire at a flash or not. And there's a lot of the kind of things you can pick up. And just makes a tackle -- you know. Figuring out what kind of gear you might wanna use and or try out and see how people are able to effectively use it but it's funny too there you know then there's also the -- up. You know there's people using it isn't cheap both point and shoots that are always taking great shots and his people spending thousands of dollars and pictures. -- ignorance actually does yeah that's look at a but added there is it with photography that I have found that yet if you. Yours you're still level remains consistent. Adding that money for the -- does make a difference you know if you're shooting went up 5000 dollar camera and a 2000 dollar lands in. You know poorly lit area you can take pictures that are a lot better than probably. 99% of people on the -- you know not results from a photographer you presidente pretty much coming photos right but like if you're pretty good with a point shoot. Odds are you can take some amazing photos available of the doors off people if he's. Throw down a huge chunk of money yeah. You know it's not like golf clubs where you can turn on each check -- money and and you're still gonna supplement -- right how much practice yes but that that camera can't make a big difference as far as."

" Particularly heavy gear will get you as a certain amount away. In the beginning to make up for lack of skill but eventually has to be replaced by lack of my skill anyway at some point a similar marketing and -- you can get all -- and social networking tools and analytic tools and things as a marketing is still gonna suck unless you end up your skills as important to run and then."

" And you beat the newer tools aren't you know devices you have greater capacity and you have to spend more time learning that the vice -- the subtleties of it. Down because others in this people will spend a couple grand on a camera and they're just shooting fall on all the time you know there's no point they might as well save yourself some money -- A couple of runs down if you're not gonna use only the additional capacity of death."

" Yeah -- marketing hacks I've done in the past and I we talk let's on the past but it's it's the low hanging fruit if he's going to be easy sites like these. Go to any event and conference whatever with a camera take pictures of everyone who he wants to stand still long enough take a picture of them do with a decent camera you can. And then put up on Flickr and against specified yet distancing it took a picture if you wanna use this. You what you want a copy of for -- free -- and -- of that but you wanna -- not a -- something that -- access. Though so the hacked and I mention every year is up. I go to the Boston Marathon with a telephoto lens. Take pictures of people right around mile ten. And and then just look -- they've -- numbers and and thank you don't say hey here's a free photo of -- scale of the marathon the official marathon but civil charges 75 dollars for the exact same photo. He's a free one and then I get that person and in my personal database."

" Yeah no that's a great way to do it any events like those great to other trade just because. Give people will definitely -- whatever your tax city events as they're gonna go out you're gonna wanna see what's going on that is pretty cool if you can. Get a shot to be the most popular first -- or something new you know that that's pretty needs any a lot of comments get on the contacts -- out of that."

" At the reverse -- for Flickr is that if you're blogging a -- and and on the one of the things that this easily answered used to blog posts estate at any kind of image. Due to a blog post and stuff and it would conflict or go to Flickr dot com slash creative commons. And the chorus by attribution and the category which just requires you to attribute we got the photo from a you'll find. You know millions literally millions and millions of photos some of which are very high quality -- are professionals that are effectively free with the licensing attribution. -- the licensing on -- license and you've got you know struck the photography of blog or whatever that age you would pay you a lot of money for the."

" Cherish every either you know it. I -- you know 520 bucks or whatever today. Crummy -- photo site yeah Marshal on or hundreds of bucks if you're going you know full scale pro photographer to get that -- way down -- their -- their professional photographers and Flickr dig stuff who. Who regularly have this stuff and Getty and -- and all the other frozen since. To grab it for free and end on a license. That's a good source. I'm Eric possessing about a CO software. He's looking for stuff to check out regular rank checking linking competitive analysis. Other inbound marketing stuff. I'm -- to -- it using a CO must pro I have not use that till he also asked about tough spot. Who has just sponsored chosen to pass of course that -- tolls also. It's not -- that and I use this you must well like if you -- this isn't good -- some tools there but. Again the low hanging fruit is cool analytics I meant that started their master bathrooms and eight. Yeah and -- you know we've we've hit -- this before to edit it. It still use web position gold for a lot of stuff and I. You know there's people that argue well it's you know strictly it's against the the use license and but there is there's some that I just kind of knowing like okay over the past six months where we've been on these pages you know I'm wearing and you know obviously Google's -- with the results and there's you know tons of where things happening but there's still there's some value to that kind of knowing. You know there are things getting better worse overall over time."

" Now I would say you know analytic some webmaster tools -- other two from Google they're completely free. Master those first to get the hang of -- first -- you know squeeze all the Jews can't have them first and then look at paying for the other stuff in there is stuff that's worth paying for but. To be perfectly honest if you don't master analysts' mean don't -- to a master -- first. You're you're kind of just wasting money because there's a lot of low hanging there like one these things to do is and whether nationals look at. -- callers stuff and we'll tell you here's where Google have trouble with your site. Fix that for."

" Let's put it right right that's huge and that is the in your own sites if you've got something like GW stats or something that is armor. Those stats that's under a lot more valuable to just like okay so how much rock traffic has come from -- And not -- you know really who cares about what scoring for anything. As long as you know you're getting a couple thousand new visitors every month you that's that's all accounts that's only apartment. And you know whichever of us all the time too it really. Just creating new content on a regular basis and it makes you done that before you extra time measuring everything right because if you're not creating content you're basically not doing anything."

" Right you need to get a baseline of where you are an -- to start and that's where you know stuff like analytics and mental health. But then after they operating creates an actual value -- and there's a lot of folks who worry on these social media center things where they've basically. Just one big re young they haven't won one big circular conversation about what's best so from the instant action creating value. Generating --"

" And Pete and I do I will still get a plug for hot spots it because I've you know had used to one thing that I to find that. Yeah there's a lot of stuff that I'd RD built on my own side as far as tracking results. But one thing that they come with out of the box is USC all your stuff you just click can you see all the same results for competitors in me and just any day you can go and say okay how is this competitor just. And you know. Anybody who's kind of working a marketing analytics shot you know that's your nightmare where. You know some of reliable guy comes and it's like oh hey new competitor won't wear these that's what they do in -- to create everything for the other guy. And I that's agents at a time and it's not expensive so that's from plug for those guys. OK -- had -- so indeed thank him we had some totally weird stuff a couple weeks ago where. When you search for marketing or coffee and you we have a couple of normal results but then like all this porn stuff came through. There what was the story with that you had dug into."

" were transacted floating around one of many many floating around Celso we just reinstall word press clean all that's about things. Then there's one plugin that you plug in -- recommend if you -- and we're preference toward Chris exploit scanner. Which we'll tell you we're code named -- potentially hostile code on your website -- center. Register and babbling so ever and the other is -- press security scanner with -- tell you among other things it's like collier's directory permission to set correctly and stuff like that so. Both of them are free if you're running word press -- for a long holds good -- please keep that patched. And when these things and just -- another big great year old ring Greg B complaint. There's been a lot of Twitter direct messaging spam things from people stupidly clicking on links that Helena -- here in this video kind of thing. That is deadly misspelled and Alyssa for the -- holds the -- please don't give your credentials to and of the site or authorize an application on Twitter. That he. You don't check out first I mean all these things. You people saying I got hacked and needing to actually clicked only then enter your password enter -- authorized. If that."

" Yeah no that's when we did -- Twitter tools about three weeks ago and what one of the ones I had authorized -- not cool and I ended up in some weird stuff so now flexed her victory to secret cards and my. Own Twitter feed then of course you know pull the plug on all live in a plug ins and -- fine but is unfortunate because I was a -- of -- Messing around so a shuttle mall off you have -- obviously only wanna -- bad -- I'm not about to spend the time access to figure which once stung so."

" Yes if you wanna tutorial on if you. Didn't do this and you want a tutorial on how to clean things up and as a -- shoulder and has article or blog on the other eight steps need to do. To clean up after a Twitter compromise. That's that's a local English and that's from mark your golf and that's because -- Just stop clicking on those likes the cut at a at."

" Don't get wrapped up them up. All right like him who Aaron open season for the marketing over coffee awards got a couple nominations and that's the most prestigious marketing award and all of -- marketing period. And the very simple you just tell something cool you've done if we think it really is cool look at the award it's not much more -- comment we had. Five winners last year so we use the limits of five that we like but. Federal slowly open to interpretation dose via. Think your stuff Sachs will only have two or and that's if there's more than that we're you know we're free to do -- we -- now let's. No payola you -- and -- to buy any stuff just to be considered like that some of these other awards but -- go off on that. I if you wanna give us money that's fine we're open sponsorship well yeah right that's a good day -- definitely win if you give us money you know if there are suggesting could use within easily or intro of the award to be but that's that's very simple. But that's cool who you know one of the nominations we had them John T who's listening puzzles and Trevor. -- was Taylor and evil he studies in the it Patricio and change his actually got he's missed it speaking gigs come articles you know he's kind of getting that the you know him being known as somebody who can write this content and it's opened up new doors for them as far as stuff. So that was clinical huddling today busy looking actually gets to check that -- The and then on the -- front 21 other thing edit constant contact is added events that you're using them. That's more of kind of you know if you're a small -- small business or community group but they have a whole event management function out it's only fifteen bucks a month. Where you can go and Aaron. There's no per attendee charges pretty neat tool far you know if you're if you're doing here. That local church group for when a movie that can really help you out and get things -- Tougher question only this week so anything you'd like to hear about."

" Bullets here about what more people doing with local stuff I -- what does the low hanging fruit and basically what have you done have you submitted to enable local sites for your business is another's. A lot of opportunity out there -- know what else is there that if people should be doing. That sounds good the events watch what two point opened coming from New York City that's the next that's a big show UV down there yep well -- down there. That's because. Either Wednesday there's if there's different amateur which and stuff but. We -- now and I'll be presenting on the theme of the conference which is doing more with less. -- always popular topic that's for sure. What it putts in New Hampshire coming up is this weekend actually all right Colin dream force around San Francisco of course huge show coming up big deal. But that's about it I think it did -- get into Holliday lined up Arafat. Fourth quarter wind down its did today good time to finally stay at home and have to check out the hotel circuit. I though differ this week so until next we can Jenna -- enough."

" Be listening to marketing as the cold feet. You Canadian -- de theatre financially both houses and read more interest that X ten dot com. It's simple bloke stated -- written in marketeers don't know. And -- coliseum show every Monday."

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