The guest speaker joined our classroom Thursday, October 3rd, is the CEO of Anchor Communications. TJ Kirgin‘s company has transformed from a media buying and selling company to an inbound marketing focused agency. Kirgin has been in the business for 20 years after taking over his father’s company and has excelled to the franchise he is today.
Learning From the Best
Kirgin started off his presentation informing the class what his company is all about and how it in fact works on a day to day basis. First off he begins talking about the difference between intrusive and direct marketing that is the background of his business. Direct mail includes direct contact with the employees including direct mail, telemarketing, and email as opposed to intrusive mail broadcast, outdoor marketing, and magazines. Kirgin also described the methodology and behavior analysis that goes into to every prospective client for the business. For example, Kirgin explains that customers rely extremely on web search and social media on discovering ways to marker their business over other directions. As well as the consumers search for fast and efficient answers, individuals do not want to sit in front of a computer searching for answers. They want something quick so they can move forward with their search. One of the final main points that Kirgin taught our class was the importance of self-marketing. People do not realize the advantage that they have with technology and social media and that is what Kirgin preached to us, take advantage of this. With the websites he used to keep track of his productions each month from views and sales of his website you can tell that due to his high amount of his social media update and selling of his business it is obvious that we are our biggest salesman.
Knowledge is Powerful
Kirgin was able to open my eyes to this information on starting up a business or marketing myself within social media, the five main points that I never realized from this presentation were:
- Inbound Marketing is not a strategy, its an Ideology. (Normally when someone heres marketing you think of a plot that is already placed and ready to strike on weak victims/clients. The way Kirgin direct due to use our plans is to make it more of an idea that we publish all over as many sites as possible.)
- 60% percent of the sales cycle is over-before a buyer talks to your salesperson. (Before the clients even talk to a salesperson these days they have made up their mind on the business. With so many different options and websites all over the internet, clients have decided on what they want by the structure of a website. So, businesses must step their games up early.)
- Google PPC Income grew 41% immediately after Penguin 1.0 (For a site such as Google I expected the paid per clicks would already be sky high, but after the program update of penguin.)
- All you need a rough market and some ideas. (This idea really clicked in my head once TJ pointed out that any idea can be pushed for a market. People are always coming up with ideas, so some hard ideas with a market of social media you could turn up popularity towards your business.)
- Press Releases Monthly (I was always under the assumption that this amount of time would annoy your customers and they would steer away from you site. It was interesting to know that the more you update your viewers the more likely you are to gain more hits.)
Where is the Connection
The major connection I make between our Geek class and TJ Kirgin’s presentation is the connection between marketing yourself on the website and the amount of views that are happening towards you. Especially with other advertisers who watch your posts and sites. As we talk throughout our class this semester it is obvious that every move we make on the internet is being watched. The positive thing, as learned from TJ Kirgin, is that all of these eyes on our use of the internet can work in a positive way for our future. With all of these views on our searches it can log back to our social media sites which gains more and more popularity towards what we are selling on the internet. Just as it can work positively be on the look out because everything we use on the internet can go towards negatively towards what we view on the internet.
Just as TJ said, “the internet is a powerful tool in whatever manner we use it for”.