Marketing is best dissected into two easily digestible states, as the dichotomy of these states, static marketing and active marketing, form the clearest view of the failures many marketers make. Some of these mistakes may seem minor, but at scale, they make for tectonic marketing failure, as I will discuss in more detail in this post.
Static marketing is all marketing that occurs without effort, and as such, requires only a sunk cost to occur thereforth – until forever, or the collapse of externally hosted marketing tools, whichever comes first. gjstatic Active marketing is any marketing effort that requires continual manpower or assets to maintain. Examples of this are the creation of content, advertising, PPC, SEO, etc. All of these require constant inputs to return a near-infinite output, even if minor.
The reason static marketing is so important is because it acts as a force multiplier of future active marketing efforts. The size of each multiplier varies depending on the implementation, size and subsequent effectiveness of the static marketing effort, but, undoubtedly, all of these static efforts, when implemented, multiply the likelihood of your active marketing campaigns’ effectiveness. This can be as small as a 1.0002 improvement on your efficiency, but the beauty of static marketing is that the sunk costs of these implementations are minor, and for many things – like personal brand – which will exist in perpetuity, a 1.0002x multiplier is something that, at scale, can create a large, large impact. And for those things with more impactful residuals on your marketing efforts – such as a Tweetmeme or Facebook Like button at the end of blog posts – the impact of effectively, comprehensively implemented static marketing efforts might just make the difference between you listing “social media guru” in your Twitter profile and you being Chris Brogan.
The many faces of Chris Brogan 4
An Internet Phenomenon
Static Marketing is a relatively new phenomenon, as its impact was relatively unfelt until scalability, and the internet, came into effect. In the infancy of the internet and previous to the current period where data is stored concretely in the cloud, the best “static marketing” a company could do was plop a prominent logo on the side of a New York skyscraper. Few other efforts were possible that match the description of static marketing I describe – an initial sunk cost that creates an eternal, residual impact on our marketing efforts – without any measurable future cost. This is because static marketing often takes on the form of a tattoo on our arm, the only reoccurring, near-eternal brand impression we could once make without constant maintenance or reoccurring costs.
The internet has now allowed us many tattoos, and without the social taboos or limited skin space we once had to implement them.
Now that we can properly discern the differences between static and non-static marketing efforts, we can begin to shore up the areas where we are bleeding potential marketing force multipliers every time we create a piece of content, spend a dollar on PPC, make a conversion, or send an e-mail. The first potential implementation of effective static marketing occurs with your naming conventions on social accounts. If you have a brand or personal account, you must create profiles with your full name. I am @RossHudgens on Twitter. My e-mail is my full name. My account on SEOMoz is RossHudgens. Every time I send an e-mail, make a comment or send a tweet, I am creating personal brand impressions on whoever sees my content. If my Twitter name was LinkBuilder22, I would be doing the converse, creating content and potentially building community, but also losing brand identity and reducing the likelihood that an external source could identify with my full name in the future, or recall it at whim.And I don’t mean rosshudgens, either. I mean RossHudgens. The mind will very often sparse the natural end and beginning of the first and last name, but if you choose to leave your name uncapitalized, you make discerning it more difficult. As it comes to grabbing mindshare from influencers, it’s important that you can have as many differentiable qualities as possible, and make that blip in their stream as memorable as it can be.
I understand that creating these identities is not always possible for all people – there are many Robert Smiths who are not so lucky as to be the original owner of many of their social accounts. Also, some brands can grab a domain name but do not have the potential to seize accounts on Twitter, Facebook or whatever else is equally impactful in their future. For these people, dramatic change may be necessary, or large branding damage may have already been done. As it comes to branding and naming conventions in general, I offer the following suggestions:
Evaluate Twitter accounts with near-equal importance as domain name in the initial stages of brand formulation. In the startup implementation stage, many founders will brood around GoDaddy or some other hosting service and plug in domain names, hoping that the perfect brand is available. However, not as many consider Twitter or other social accounts when evaluating the availability of a brand name – and they shouldn’t put it past the process. I have found myself irritated on multiple occasions that the beautiful flight search service Hipmunk.com uses @TheHipmunk as their Twitter account, because Hipmunk had already been used – and this is only one example. Services like KnowEm provide the ability to register brand names across several accounts, and should be a stage A research source for websites with social needs.