Wrong Message, Wrong Market

Hi folks,

Here is an interesting lesson in traffic and conversion in the teaching style of David Bullock and Jerry West. The following is probably not a revelation to many of you but is a good reminder.

Erika posts a flipcam video about her experience at Wal-Mart during Black Friday on CNN with a link to http://www.themezoom.com . This direct link-back to the TZ site is located on her ireports.com profile page. http://budurl.com/pgbw

I-reports.com is CNN’s lazy-man’s way to siphon up millions of dollars worth of UGM (user generated media) at zero cost. (Smart, I might add).

Only minutes after publishing the flipcam video, CNN call’s Erika and says, hey, we love your angle and want to write an article about you.

The traffic to the TZ website doubles on Friday. So does the bounce rate. ; – )

On Saturday morning Erika’s “Black Friday” story is formally covered by “real” CNN reporters and elevated to a Top Theme Silo called “US” on the CNN website:

Traffic continues to increase. Bounce rate has leveled off.

Traffic spike: 500

Direct Opt-ins: 0

Isn’t that AWESOME?

Of course this is expected because the folks reading the CNN article on average don’t give a hoot about co-occurrence and bulk keyword ranking. There is probably a way to convert a small percentage of  them with planning, but that is not the point here.

Nevertheless it is a good reminder to get the correct media in the right place for the right website. (I don’t mean to insult your intelligence here, I just want to give you a friendly reminder).

Medium, Market, Message

There are 8 combinations and only one is correct, online or offline!

1. Right Message – Wrong Market – Right Media

3. Right Message – Wrong Market – Wrong Media

4. Wrong Message – Right Market – Right Media

5. Wrong Message – Wrong Market – Right Message

6. Wrong Message – Right Market – Wrong Media

7. Wrong Message – Wrong Market – Wrong Media (OUCH)

The Only Correct Combination is number 8:

Right Message, Right Market, Right Media

(The above points were swiped without permission from Dan Kennedy’s “No BS Marketing Handbook”.

http://budurl.com/47er

- Russell Wright

608-432-1387