There is a certain magic to how fast things can change and lead to great leaps forward in the Internet world. For example, less than a decade ago, outsourcing a Search Engine Marketing (SEM) agency was prohibitive to small businesses because you had to spend at least $10,000 - $15,000 per month, typically with a 12-month contract.
Other options were to do SEM in-house (who has the time or the expertise?) or to hire a freelancer (time spent on manual work instead of strategy; and sometimes only SEO or PPC offered, not both.) Plus, no reporting technologies existed that could track numerous search engines all in one place and in real time. These were the “not-so-good” old days.
Let’s fast forward. For a few years now, small businesses are able to outsource teams of SEM experts to bring more visitors to their websites quickly and affordably. Finally, we’re able to offer custom solutions, results tracking platform, and short-term contracts at “you-can-afford-this” prices.
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Posted in Online Marketing, Search Engine Marketing
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I was talking to a web developer this week who complained about “more and more idiots” that visit a website he maintains for a client. His verdict was that if they’re not smart enough to do what he intended them to while on the site, they shouldn’t be visiting at all.
Well, I bet you’d have to reduce your visitor base to almost zero with that sort of thinking.
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Posted in Web Design, Web Development
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You’ve probably noticed the business results map that comes up in Google when you perform a local search. If you search for “bakery boulder colorado,” for example, you’ll see 10 results with business names and phone numbers next to a map. That’s local search. And it’s the latest, greatest, and affordable online advertising opportunity for local businesses.
86% of local searchers follow up by making a direct contact and 61% of those make a purchase. New, local, and mobile searchers want to do business with you, if they can find you. You want new customers to grow your business, but do you show up where they’re searching? Local search maps optimization will move your business listing into the top 10 spots.
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Posted in Advertising, Marketing, Online Marketing, Search Engine Marketing
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“Social Media” is all the buzz lately. An unbelievable amount of marketers out there are branding themselves as Social Media Experts. Whenever a new marketing channel is created, it’s exciting, especially because others are dying: think print advertising. But what does this mean to your business? Should you add social media to your marketing mix?
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Posted in Marketing, Social Media, Web Design
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These are times for the bold. If you want to stay in business, that is. All of a sudden, business isn’t rolling in like it used to. You have to try harder. Work harder. Market better. Some will get discouraged by it all, but others will get excited and see opportunities. The question is, which side are you on? Are you planning to stay in business or close your doors?
If you plan not only to stay in business, but to come out of this recession with a gain in market share and stuck-like-glue customers, it’s time to grab the bull by the horns, if you haven’t done so already. There are plenty of companies doing business during the recession. There are consumers spending money. There are industries that do just as well or better during recessions. Think health care, education, law, or anyone in outsourcing. Are you interested in selling to folks who are buying?
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Posted in Marketing
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Sometimes you can be very clever with your advertising and get away with it — people will get it, remember it, and praise your cleverness. Maybe they’ll even buy from you. But most of the time, advertisers take cleverness too far, and the whole campaign becomes meaningless and useless.
I was fooled by an ad just this past week. As I’m browsing through the newspaper I notice an upside-down ad. I think to myself, “Wow, the newspaper misprinted this ad — sucks for the advertiser — and I’m sure they’ll raise hell!” There was no prominent headline (upside-down or not!), so I didn’t stop to look at it.
The next day I see the same ad, still upside-down, but in black & white. I think, “I can’t believe this! The newspaper printed it upside-down AGAIN! What morons!” I don’t stop to check out the ad in detail because all I can think of is how incompetent the newspaper is.
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Posted in Advertising, Marketing
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Lately, it’s gotten much more interesting to look at ads in newspapers and on TV. Just some time ago, infomercials were reserved for late night TV only. Direct response ads hardly showed up in newspapers. That’s because newspapers and magazines tend to consider these ads “junky.” The reason we’re now seeing infomercials on prime time TV and direct response ads taking up full pages in newspapers is, quite simply, they sell.
That’s right. As advertisers are pulling back, networks and newspapers are willing to accept “junky” ads and show infomercials at 7 o’clock in the evening. No, these are not highly artistic ads. There’s nothing “sexy” about them. They don’t have “clever” copy or meaningless headlines. No blocks of useless white space. Yet they consistently continue to sell more than typical ads you’re used to seeing. Why? Because they use tested elements that work.
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Posted in Advertising, Direct Response Marketing
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You could have a great location for your business. You could have a wide selection of quality products at reasonable prices. You could use effective direct response marketing tactics in your advertising campaigns. You could drive loads of prospective clients to your business as a result of your advertising. And you can ensure that they don’t return. You could be Ace Wine & Spirits store in Boulder.
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Posted in Advertising, Direct Response Marketing, Marketing
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As a follow up to the Coca-Cola wannabes that produce ineffective “brand awareness” ads that feature the company name as the most prominent element, here is an ad that I’ve seen in the Boulder Daily Camera for many months now: a store that sells beads.
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Posted in Advertising, Direct Response Marketing, Marketing
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I love looking at ads in magazines and newspapers. It’s one of the funnest ways to see which companies are wasting their marketing dollars by placing bad ads and which ones are doing a good job. The ones that are doing a good job typically will have their ads running for a long time because they are effective in generating leads.
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Posted in Advertising, Direct Response Marketing, Marketing
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