Month: May 2012

Make your Digital Marketing Campaign “work” every time

Florida Internet Marketing

If you have been marketing your business for any length of time, the inevitable question to ask yourself comes at the end of the advertising campaign. Did the campaign “work”?

What the heck does “work” mean anyway?

Orlando Internet Marketing

If I’ve learned one thing though my time in marketing, its that “work” means different things to different people. Does “work” to you mean growing your social media by 1000 followers, increasing new business by 5%, getting to the top of the search engine, or branding your name in the marketplace? Each of these goals will require a completely different internet marketing strategy.

The word “work…” is subjective, and can mean just about anything.

If the internet marketer is knowledgeable about your business, the campaign is functioning properly, and has the advertisers measurable goal in mind, the campaign should mostly always “work” to meet the businesses needs. Everything online is trackable through historical trends, averages, and percentages to achieve success.

Miami Internet Marketing

With internet marketing and digital media in particular, everything is trackable. From the amount of people who see your ad, click to come to your website, call you, buy something online, sign up for your newsletter, to the people who leave without doing anything. Each step is able to be tracked along the way, and calculating percentages of visitors and conversions can make it fairly easy for an internet marketer to create a campaign and budget that will deliver a desired result for a client.

Part of the reason why I think Florida internet marketing campaigns sometimes “don’t work”, is that there is a difference between the business owner and internet marketer about what the actual goals of the campaign are. (or the marketer is just plain inexperienced and presents the wrong plan).

Most times when posed with the question: “what are your goals” People will respond “get more customers” or “increase profits”. These are not campaign goals. These are both vague results that will surely end up with a disconnect between what the 2 parties are looking for with the end result.

You would think that the businesses would always want the most leads possible, but maybe not… if I am talking to a very small business, and I bring them 1000 new customers in a month that they are not equipped to handle, and because of this, the processes start failing and their service starts to fall… then the campaign definitely “didn’t work” for that client.

Or what if the campaign generates a lot of leads for people that were too far away from the business and none of them buy anything. Or people calling in for products the business doesn’t even sell. Both are marketer fails based on incorrect geography and targeting.

All these things need to be taken into account when setting up a digital marketing campaign to begin with, and can lead to disaster if all the right questions aren’t asked.

Many internet marketers also don’t ever even ask about profit margin, what a customer is worth to a business owner, closing percentages, etc. These are things that help to ensure that the campaign will “work” when its all said and done… but a lot of internet marketers are too busy selling products instead of listening to needs of a client and put together a plan that “works”.

Ft Lauderdale Internet MarketingFor example… If an attorney needs 5 new clients this month for a campaign to “work”, now there is a baseline to judge success. How many leads does that attorney need to close 5 clients? How much is each client worth to the attorney? These type of questions are the ones that the marketer needs to find out in order to budget the right campaign that will ensure success. It would be tough to make a case for a campaign that would “work” without asking questions like this one about someones business.

In my experience with Florida businesses, Internet Marketing should always “work” at least to some degree. Analytic data helps the cause by tracking all the results from the clients website. Through analytics, a good internet marketer will easily be able to tell how many website visitors are needed to generate the right amount of leads to the attorney to make sure that he gets his 5 clients for the month.

Make sure your marketers are asking the right questions, listening to your needs, and has a good product, and you should mostly always see a campaign that “works” for what your goals are.

Writers block?? “Jog your Blog” with these 15 business blog ideas

Florida Internet Marketing

Last week, I was struggling with writers block… I couldn’t think of anything interesting to write about for my internet marketing blog. I figured that this kind of thing may happen to other businesses from time to time, so I thought it would be fitting to put a list together of things that help me when I’m trying to figure out what to write about.  This way a business owner can refer to this list when suffering from writers block.

Florida Internet Marketing

1) “How to” guides – Any special knowledge on your industry or topic? makes for a great blog article.  Instructional guides tend to generate a lot of traffic.  Write a step by step guide on “how to” complete a task.

2) Make a list – People love to read lists. Lists get a lot of click throughs and time spent on your blog. Create a top 10 list about a product you know well. Tip: Use an odd numbered list sometimes. They stick out of the crowd and your article will get more attention.

3) Have a guest blogger – It doesn’t need to be all the owner or marketer blogging for the business. Have a guest industry expert to post on your blog. Also, you may think about opening up your blog to other employees. Great ideas can come from this, and it will take some off the pressure to create quality content off of yourself.

4) Tell a story – Most posts are about information or to teach someone. Try using an actual real-life story or case study about a client, or something you did to change your industry for the better.

Miami Internet Marketing

 

5) Take a video – If a picture is supposed to be worth 1000 words, I think a video is worth at least 1000 pictures. Take a video to add to your blog. It can be anything from a video from your processes to an event that you hosted. Also, try starting a series of short videos with a theme.

6) Interview an expert – Interviews can make for great posts to switch things up a bit. Set up some questions and interview another expert in your field. It sometimes helps to get a second opinion about the industry, and you may actually end up with a ton of other blog ideas that you didn’t think of before. Try recording the interview for a possible podcast.

7) Whats trending? – Do a little homework and research all the new trends that are topical at the time of the writing. Not only will this give you some ideas for a post, but you will coninuously keep up to date on your industry.

Orlando Internet Marketing

 

8) Use Infographics – Create an infographic about one of your products (ex. see image)

9) Read other blogs – Sounds simple, but make sure you bookmark a lot of the other thought leaders newsletters and blogs. Make sure not to steal someones ideas, but reading a lot of other successful bloggers can definitely “jog your blog”

 

Florida Internet Marketing

 

10) Future Predictions – What do you think is going to happen in your industry this year? What new products do you expect? Where will your industry be in 5 years? Predictions can be great posts, especially around seasons and holidays. Go back later and see if your were right!

11) Tackle an industry contreversy – Is there a topic in your industry that is under debate and has differing opinions? Write about this, it will generate a higher level of comments and engagement than other types of posts.

12) Success Stories – Talk about your past experience. Examples of successes and what has worked for your business can be great articles. Make sure you keep them as informational and you don’t come off as “bragging” to your readers.

13) Answer a question – Do you have FAQs in your industry? Answer some of the questions that are repeatedly asked in your field. This should generate a lot of web traffic to find out the answers, along with branding you as the industry expert.

14) Review industry products – Are there any new products or technology in your field that you can write about? Rate them and talk about your experiences using them.

15) Ask your customers – Your customers can be the greatest source of information to write about. After all, your writing is geared toward them anyway. Ask some of your closest clients what is important to them.

Miami Internet Marketing

Hopefully this list helped out and you already have a few ideas to start your next post.  A quick tip for bloggers, when you get an idea… write yourself a note right away!  The best creative ideas come quickly, but fade just as fast.