Some metrics may be doing your campaigns more harm than good. Facebook Likes are pointless because organic Facebook reach for Pages is at almost zero. Display Ad impressions don’t give a clue about how many people actually viewed your ad. Keyword rankings aren’t useful because of personalization, geo-location, and changes in the search algorithm.
The notion of segmenting referred, direct, and organic traffic for performance indication is silly today; you can’t count on these numbers. Also, don’t worry about PageRank or Google Webmaster Tools. These metrics are irritating, and dangerous because you are giving less attention to metrics that matter.
Today, a hashtag can launch a business, and offers options for regular people as well as big brands. New domain extensions also signal new opportunities and new channels to drive business. Startups and consumers will soon see Internet expansion as a big new thing.
You can use new domain names to be memorable and build out trends, translate into social search language, and anchor web sites to flesh out new concepts. From HavingItAll.Life to FreshFromThe.Farm, you can use these names to resonate in a hashtag-driven social sphere. In this way, natural language replaces the dot-com approach and provides endless opportunity.
The content game has changed dramatically in a few years – in 2011, content was done for the client, as a hook. Today, we may be in a glory age for content creators and marketers. Premium content is high demand, because it generates a change in the attitudes of a demographic toward a product or brand. The best way to do this is weave a story.
It’s not just about content production, it’s about the user. Storytelling gets the most shares, and the stories cost more. Users invest in content that resonates on a personal level, and we need to show, not tell – and story tell, not sell.