I had an email exchange with a prospect that really got me thinking about why some businesses make and why many do not. This particular prospect informed me today that they are going to be taking baby steps to get to their Internet marketing efforts. First, they are going to try some print, then maybe some new business cards, then maybe a few ads in magazines, then, once they get through that, they will be, most likely, looking into the Internet. Unfortunately, this business probably won’t be around long enough to make it to the Internet part.
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So, it’s 2012. Where is your business going? How will your business stand out on the Internet? How will your marketing plan capture and engage an audience that is out actively seeking your products and services RIGHT NOW and On Their Terms?
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We all have a tendency to miss some very obvious marketing opportunities on a daily basis. I’ve had several ah-ha moments over the past few years when I realized I was missing the boat on a huge marketing opportunity, oftentimes, the opportunity only takes about five minutes to implement:
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“What really decides consumers to buy or not to buy is the content of your advertising, not its form.”
David Ogilvy
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I’ve encountered a few clients who absolutely demand a splash page be their home page on their web site. I am always against this, unless the client happens to be someone like Coca Cola who doesn’t really need SEO. If you are not Coca Cola, you need SEO. Your web site needs to be designed to make it easy on your prospects to navigate, and secondly, make it easy for Google, Bing & Yahoo to crawl and index your web site. Splash pages pretty much block all of that from happening.
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Activity Begets Activity.
Oftentimes, I’ll have a prospect come to me very frustrated that their web site is NOT generating any traffic. Every time they look at their Google Analytics, they don’t see an increase. My first question: what’s your ongoing content strategy? Or, how many new products / services have you added to your web site lately? Your web site cannot be a one time upload. It needs to live, breathe and grow in order to entice two distinct audiences, 1.) Your prospects. 2.) Google.
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“Some people try to make everything complicated, be the person who tries to make everything simple.”
~Davy Waters
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“So what needs to be top of mind for all marketers, no matter how established their brand is, is to stay relevant among our consumers.
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- In 2011, consumers have visited 10.7 places prior to making a buying decision.
Google, Zero Moment Of Truth.
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I was playing with my siberian huskies in the backyard the other day and happened to glance up at the roof of my home. I quickly noticed that my chimney (not always very common in Orlando) was showing some clear signs of wood rot (very common in Orlando!). I sat down and did my Google searches this afternoon, on the hunt for an Orlando based contractor that I feel comfortable with doing the repairs. I probably searched for about 4 minutes when I clicked an AdWord (Pay Per Click) that spoke to me. I was drawn in, the web site was decent enough, so I began to dig deeper. When I went to fill out a contact form, I quickly noticed that the phone number was not an Orlando number, but a Colorado phone number. A little detective work and I discovered he wasn’t located any where’s near Orlando, but his ad was clearly showing when I did a very specific local search. Obviously, this contractor just got charged about $4.58 for me to click that ad, and he doesn’t even come close to being able to serve my needs.
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