Web sites have become a “must have” for businesses of any size, in any industry or geographic location. In fact, to a large degree, if you don’t have a web site, you don’t exist. When potential customers are looking for products or services they are very likely these days to turn to the Internet and do a search. If your business doesn’t come up in their search efforts, you’re not likely to be part of their consideration set. Continue reading “Is It Time to Update Your Web Site?”
Category: Content Marketing
How to Use Social Media to Grow and Market Your Business
The wide proliferation of social media sites–from Facebook, Twitter and LinkedIn to Pinterest, Google+ and Instagram–provide a myriad of opportunities for businesses of any size to connect with their target audiences. That can be good news and not-so-good news for marketers. Why? Because while the out-of-pocket costs for using most of these tools is low to none, the time investment can be significant. Add to that Continue reading “How to Use Social Media to Grow and Market Your Business”
The Myths of Email Marketing
A few years ago, driven by my curiosity about the state of traditional direct mail marketing vs. online, or email, marketing I proposed an update to a book I had written on direct marketing a number of years ago. My publisher agreed and I had the opportunity to do some research on Direct Mail in the Digital Age. As I suspected when I proposed the project Continue reading “The Myths of Email Marketing”
Using Social Media to Grow Your Business
We use social media for our own business and also work with clients to help them use various social media channels effectively to meet their business objectives. Many of our clients are in service (e.g. healthcare) organizations or are independent consultants hoping to establish themselves as thought leaders. All are hoping that social media can help to raise awareness of their services and, ultimately, drive business. We’ve successfully used Continue reading “Using Social Media to Grow Your Business”
What Are the “Right” Metrics to Measure Marketing Effectiveness?
Over time, I’ve come to realize two things about my love for marketing:
- I’m addicted to response. There’s nothing I like better than developing strategies and tactics, implementing them and seeing how well they worked. The higher the numbers, the greater the rush. The lower the numbers, the greater my need to boost them.
- I’m comfortable with—even driven by—the ambiguity of marketing. There are no truly “right” answers to a lot of the questions that marketers ask, and I’m okay with that.
One of the questions that there isn’t a “right” answer to is a question that is posed frequently these days. “What are the ‘right’ metrics to measure marketing effectiveness?” Continue reading “What Are the “Right” Metrics to Measure Marketing Effectiveness?”