Game Over: The Pyramid Of Promotion™
The big mistake that most people make when getting into ANY business is that they FAIL to properly research the marketplace and the vertical keyword environment. The second biggest mistake is to get overly excited by the technical discoveries made in researching the keyword environment using Krakken or other tools.
As a result of this excitement, and a desire to get their site up quickly, they do not take the time to develop a USP-Driven market story and therefore do not end up DRIVING the industry to which they are pitching.
Even if you were to develop a bigger and better website than all of your competitors, and use Krakken to “Swallow Your Market Whole,” a smaller competitor could still come along and find your Achilles heel, if you were not unique. The story of David and Goliath is very appropriate here. If you are not adding VALUE to the concepts, products and services for which your Market is hungry, the “Your Story” circle above will not be enough for you to maintain your current customers and you will see a drop-off in your LTV. (Lifetime value of Customer).
You will be BLOWN AWAY by how much more effective your Pyramid of Promotion campaigns become when you have a clearly defined USP-Driven Market Story that overwhelms every other competitor in your field.When I discovered how powerful this approach actually was, and how little time it actually takes to formulate a USP-Driven Market Story, it made me regret that I had not taken the time to do it earlier. People are generally pushing redundant, “tired old tales” of products and services out to the market, without adding any new value to their customers, their products, their websites, or themselves.
Enter: the Pyramid of Promotion:
Promotion on the Internet takes place in two arenas; online marketing and social media, which are reflected in the pyramids of promotion.
The online marketing arena involves one-way communication methods in which you personally promote your product.
Social media is like an online discussion board, involving two-way communication with customers and includes commentary and reviews of products and services.
The Pyramids are a visual representation of the avenues of various communication platforms, which are organized in a hierarchy reflecting both the time necessary for you to implement and the value each will provide.
The items in yellow at the base of each pyramid represent the channels that produce the most valuable impact on your web presence, and thus require the most time, effort and patience.
The white sections at the top of each pyramid represent more direct and quick response strategies. These uppermost methods require less time and effort to implement and are able to quickly draw the attention of potential customers. However, they do not have as great an emotional impact as the channels toward the base. For example, tweets represent some of the most immediate response marketing techniques online. These real-time 140 character headlines can draw the attention of a potential customer the immediate second you send them out—instant response. If you have your entire market story mapped out properly, this customer should be encouraged to look down your pyramid, investigate your company by looking for your posts in forums or social groups, and most likely become your customer. The downfall of such quick techniques is that the very next second, the attention you drew from that customer can be grabbed by the tweet of your competition. The point is that you must map out your entire marketing plan to create your unique pyramids of promotion, including all relevant marketing channels, in order to establish yourself in the market.
The Second Dimension: Keyword DNA
The blueprint obtained in the final stages of Krakken research is not only for the content of your website, but can also be used as a map of your entire marketing campaign. The distribution of these keywords is also reflected in the pyramids.
Generally, the seed terms for the main pages in your website are usually the most competitive terms and typically the most direct-response oriented. The themes for articles are often educationally oriented. Finally, the supporting keywords for articles are long tails that are usually specific to that niche.
This second dimension of the pyramids is organized the same as the first—the tops are geared more toward direct-response (competitive) keywords and the bases expand to include the educational and long-tail terms for articles.
For example, PPC and Banner ads would contain the most direct response oriented and competitive terms in your DNA. The lower portion of the pyramids, article submissions and social profiles, includes your entire DNA—from direct-response to educational terms.
The Third Dimension: Putting your market plan into action
The key at this point is to take action. Now, promotion is easier than ever before. The DWS suite offers an online space for you and your team to track your keyword DNA during the research phase, and the syndication blueprint provides a customized matrix of the appropriate methods and channels of promotion for each individual keyword in your DNA. It even schedules when to initiate each type of promotion, depending on the competitive nature of the keyword.
The marketing strategies from DWS combined with your personal market research will show you exactly how to build your unique pyramids of promotion.
As you work on an advertising campaign, you pick a strand (silo) from your keyword DNA, reference where the keywords fall in the pyramids and your advertising will practically write itself.
Not only do these strategies and organizational methods assist the development of your marketing material, but also facilitate repetition in your campaign. This consistent message, which stresses your USP, strengthens your campaign by providing a feeling of brand cohesion, which establishes trust with your customer.
The consistent emphasis of your irresistible offer will inspire confidence in your product. When customers know what to expect, they will put their trust in your company and continue to buy from you in the future.
Check Mate.
Become a Theme Zoom Krakken Member today, and join the elite ranks of the most effective online business and website developers in the world today.
THEME ZOOM KRAKKEN™ FEATURES
Theme Zoom Krakken is an integrated application suite that radically combines Market Analysis, Competive Analysis, Keyword DNA Creation, Automated Silo Structured Blueprint and Website Development.Krakken members receive unrestricted access to the DWS suite with all of its marketing and organizational tools. For more information visit Theme Zoom.
