The voice behind the camera is Robert Scoble “Scobleizer.com” blogger, talking w/ Datasift’s CEO.
I spend thousands per month for one of our businesses in various forms of pay-per-click advertising and it is vital that those resources are not misspent. Here’s a list of common, and very easily prevented mistakes that will flush your online dollars down the drain:
Improperly formed target/destination URLs
Incorrect / misleading display URLs
Destination URLs leading to an “under construction” placeholder (refer back to previous two errors)
Forgetting to pause a PPC campaign during a scheduled site outage
Moving a domain but forgetting to redirect PPC landing pages
Not monitoring your keyword / key phrase settings
Not knowing about an unscheduled site outage for 48 hours
Spelling or grammatical errors within ads (as a former journalist, this one really grabs me)
Non politically-correct ad phrasing
Forgetting to use geographically-specific wording in your keyword selections (zip codes, city names, counties, states, etc…)
All the best,
Chris Moline, LEED AP
Head Drip – DripTease.com Marketing
Drip Marketing professionals ask “why?!”
Because I told Amy Cosper… Entrepreneur Magazine‘s Editor, and @Aronado that I would.
And, my inner serial entrepreneur can’t resist a good business idea.
Just ask me about the time I beat a multi-billion dollar business to the web-url punch.
It’s just how I roll.
Besides, am I the only one who thinks “drip marketing” sounds like a way to sell venereal disease medication?
Of course, to get technical, here is Wikipedia on drip marketing:
“Drip Marketing is a communication strategy that sends, or “drips,” a pre-written set of messages to customers or prospects over time. These messages often take the form of E-mail marketing, although other media can also be used. Drip marketing is unique from other database marketing in two ways: (1) the timing of the messages follow a pre-determined course; (2) the messages are dripped in a series applicable to a specific behavior or status of the recipient.“
That said, I’ve been sorting through online material for some upcoming industry-specific presentations related to effecting social media plans for brick-and-mortar businesses. The name came up during an online “Ask The Editor” Ustream event with Amy and this is what happened.
Since I have years of experience as a business owner (and sold a successful business) I’ve found that being able to at once speak Web 2.0-ese AND sound business-speak has been very fruitful. Many who crave “startup crack” don’t have the real-world savvy to digest delivered sales reports and determine sales person effectiveness… much less look at PPC ROI to determine quarterly ad budgets.
And I believe the name will only be easier to convey and it sounds far better than “drip marketing”, although a little sexual inuendo never hurt anyone
Here is a link to the video.
Chris Moline, LEED AP