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We have often said that the work we do here at Area 224 – and the 12 Minute Marketing program we launched last year – has been at the intersection of Internet Marketing and Social Media Marketing.
But what do we mean by that?
Good question…and, even though we see some real differences between the two – in approach, in positioning, and in numbers – we think both sides can learn lots from each other. Here are some key learnings:
Internet Marketing is All About Numbers.
Social Media Marketing – while getting better at it – is more of a “soft science.” Here’s what we mean:
Uber-Marketer Frank Kern has talked quite a bit about specific programs he has done – and he has opened the kimono and shared the nitty-gritty numbers. Like this:
- 10,000 emails sent
- 27% open rate
- 97 sales
- $1397 per sale
The ROI here is unclear – we don’t know how much was invested in all facets of this campaign, but we can tell you this: Internet Marketing focuses on Sales Numbers.
To take it a step further, there’s a guy named Ryan Deiss – also someone who falls into the “Uber-Marketer” camp – who has often said that he zeros in on one absolute number before deciding whether or not to get involved in someone’s product launch:
Earnings Per Click. (Or, if 100 people click on a landing page, and 5 of them order a $49 product, take 5, multiply it by $49 and you get $245; divide that by 100 and you come up with $2.45 per click.)
Meanwhile, Social Media Marketing is Less Mature about Bottom Line Impact
Very simply put, if we have to explain any of the above concepts to you, you are probably NOT an Internet Marketer. You might be a Social Media Marketer.
OR, at the risk of being even more direct, you might just be “in Social Media.”
This is one area where big brands and big agencies have failed in the past: they’ll hire based on soft numbers that might be rather suspect. 5000 Facebook friends (the limit). 25,000 Twitter followers (many of whom may well be bots).
And, to expect “Social Media” to translate immediately into “Social Media Marketing,” you MUST have an Objective.
Gone are the days (and these were a couple years ago, mind you) where brands can say “get me on Twitter” or “get me a Facebook fan page” and have that translate into some definition of success.
Campaigns and Landing Pages are more the domain of Internet Marketing
Yes, I said it out loud: Social Media Practitioners – the experts, gurus, ninjas and rock stars you have heard so much about – these folks tend to NOT be very good at running a campaign that goes beyond really soft sciences like “engagement.” You’re possibly going to hear terms like “number of Retweets” and “number of Facebook Fans” – but, from the Social Media folk, you will not hear anything that makes the ears of the sales people ring.
“We drove 1000 people to the landing page, and 125 of them filled out a form. All of them received a white paper from our firm; we were able to reach 15 of them by phone in the first week after the white paper arrived. We have appointments with 5 of them to talk about their business needs.”
A hypothetical quote…but which type of person produced it?
Internet Marketing is always wearing a Sales Hat
This might be the greatest difference between Social Media Marketing and Internet Marketing:
Internet Marketers always have a number attached to their name.
One reason yours truly got out of traditional PR back in the middle of the last decade: fighting for budgets and not being able to quantify the value you bring to an organization is TIRING stuff.