Jory muses about Rocky and how he got less authentic with each additional movie. That we could relate to the Rocky of the first film, the guy fighting for love, but that the other movies became less and less relevant to the audience.
Cory Doctorow wrote a book and talks about why he gives his book away online. His take is that he should be doing what he does best, writing, and that he is getting more readers overall by giving away his book. Most people who download the book would not have bought it anyways, and some people who would not have heard about the book decide to buy it because they downloaded it and liked it.
Leesa Barnes wrote about the Top 10 women in podcasting, who they are, what they are doing.
Right now, these podcasting women are pretty authentic, delivering good value. There has not been time for line extensions ad naseum where they forget why they are podcasting. Cory has almost one million downloads of his book because he focused on delivering value and being authentic.
Seth talks about the possible demise of sites like Digg because they become so valuable to marketers that we can’t keep our hands off, and figure out ways to game to system.
Internet marketing has been around for a while. Portent has been around for the whole time, since 1995. How can we or any internet marketing agency make sure we keep our edge and remain authentic?
First, we focus on measurable results. Whenever we can we measure, and whenever it makes sense we ask for compensation based on revenue. This keeps everyone paying attention to making clients more profitable. A common metric we use is ROI. Say a client is at 2:1 ROI right now, that a dollar spent on internet marketing is producing $2 of revenue. Get to 3:1 ROI, and we are measurably better.
We also keep our edge through the buzzword of the decade, thought leadership. CEO Ian keeps a blog as do I.
Lastly, we count on referrals, case studies, and search engine rankings in getting new clients. We have only posted 5 case studies, and we need to write more. Clients can look at what we have done and our results, and ask themselves, are these guys for real?
The most measurable and present of these three is search engine rankings. We claim we can get clients high rankings; search for phrases like ‘internet marketing agency’ and we prove that we can for the terms important to us.
Pay attention to what you do best and measure results. That’s how you stay authentic and keep your edge.