Guerrilla Marketing Strategy with Google Caffeine
It is time to adjust your guerrilla marketing strategy. Google notified me by email this morning that Google Caffeine is complete. Before we chat about guerrilla marketing, how about a new video? Matt Cutts is at SMX Advanced Seattle in Seattle today.
In the video, Matt Cutts has now told you about the ancient days of 2000. You also learned about a pedabyte in the video.
The point is made that when a page is crawled, it is immediately indexed. If there are 1000 people talking about your product or service simultaneously, the Google Brain will know this and give it attention immediately.
Why is this important? Immediate recognition by Google will cause you to re-think the importance of using an online guerrilla marketing strategy.
Here are the questions that I do not know the answer to as of yet:
A small business with 300 employees all got online at the same time for an hour. The brand new product was tweeted, bookmarked, video linked, shared, texted at the same time on a certain day. Maybe it is about air-conditioners during a heat wave.
People who are searching that hour during the 110 degree heat wave will undoubtedly be searching "air conditioners".
If the titles of the free press releases, free classifieds ads listings, social media sharing, texts, articles, etc. all pointed back to one landing page that said: "Air Conditioners on sale," how much impact would that have?
A perfect marketing campaign is one that puts your product or service in front of people who are searching for it. A guerrilla marketing strategy is one that combines the power of collaboration with the right product at the right time and has online tools pointing back to a page. Doesn't it make you wonder what would happen in the day of Google Caffiene?
Will a large group of people who have a focused effort at the same moment have an opportunity to out-gun Walmart, Wikipedia, etc? Even if for a day?
How many people would it take? Do you have the willing cooperation of your staff to gather for a 30 minute camaign? What are you willing to pay them?
Have you ever heard of BzzAgent?
The value of BzzAgent just doubled.
The old days are gone since information can be had easily and immediately if you know what to search for. If you have an inactive website that just sits there, be worried that someone more aggressive will jump up and take your spot. This will force you to buy adwords. Are adwords considered a part of guerrilla marketing?
If a keyword that people are already searching for is tough to conquer in the search engines because the authority sites have so many links, traffic, and age ... will a business or non-profit be able to rise to the top simply by creating a Tribe?
Maybe Seth Godin's prediction has just become a little more true. Tribes will have as much or more power than big companies. Small tribes can be fast and nimble.
You can grab Seth Godin's Tribes book here.
Certainly it will take a leader to coordinate and inspire a group of people to take action at a given moment in time. Guerrilla marketing strategy includes creating collaborations and not worrying so much about competition.
The groups need to look closely at this. Non-profits especially. Test, test and more test of course. What would be the result if the website of a company selling lets' say... air conditioners could be moved towards the top for "buy an ipad" simply by a coordinated effort of many.
After all, the pages will be indexed as soon as they are crawled. Indexed does not mean ranked. Indexed does not mean found. What if there were a thousand pages pointing there? There are big churches, unions, chambers, schools, universties, hospitals, etc. that could give it a shot.
Are you a boss? Are you a business owner? Will you look at your team differently as they are no longer just people doing tasks but they also have a marketing voice which could be used to help your business get found on Google Caffeine.
Every business has a staff. The staff can blog, tweet, share, and socialize. If a staff is passionate about the company and it's values, there is not much need to motivate them to talk about the mission. If a company has the principle that the staff is there to do tasks and there is no such thing as the voice of the staff, that company has risk of being overtaken.
Can a small army of people get noticed more quickly (in a day) in search engines if they rally around a product, service or cause?
I am not saying this is what will happen in Google Caffeine. I have already shown in the last week though, how Google is FAST with posting alerts and making information available. This is important and allows a savvy business owner to create more opportunities.
Watch and wait as some will get it and do serious guerrilla marketing.
