Blog

Managing Your Campaign – Taming All the Elements

Now that you’re in the thick of your media campaign, don’t sit back and wait for the sales to come in. You still have plenty of work to do. You have to monitor your results. You need to see which pages on your site are receiving the most visitors. Which ones are like Astroturf in the Sahara – they stand out and are getting tons of attention? Which ones are standing in the corner of…

Posted July 7, 2008

Copywriting – Persuade Your Reader with Benefits

When you think of copywriting do you think of those direct mail pieces that arrive in your mail box? Or do you think of the text of a television ad? Or do the words in a radio spot come to mind? If so, you’d be right in all those instances. Yet you’d also have missed some. At its essence, copywriting is persuasive writing.

Posted June 26, 2008

Buy No Media Until You Do The Following

In my last post, I talked about making sure you have a clear idea of your budget, specify who your target market is and where they hang out on the web before you ever spend a dime on your media buys. Yet there’s more to getting prepped for your media buys. Be sure to comb over your site with a detailed review looking for ways to improve the conversion process BEFORE you begin your campaign.

Posted June 13, 2008

Media Buying and Planning — Above All Else, Have the End in Mind

Going back to the second leg of your marketing stool — tactics — I want to talk here a bit about your media buying and planning. If you decide that a paid campaign, whether it be pay-per-click, ads in trade magazines, radio, television — anything that costs you more than your time (article marketing and networking on social websites and forums are examples) — you’ll need to get a clear view of your budget. More importantly, you’ll want…

Posted June 3, 2008

Transact and Track – The Final Legs of the 4Ts Marketing Stool

The article by Guy Masono I’ve referred to in the past describes the last two of the 4Ts as Transact and Track. I’m going to discuss in more detail what I believe these two mean for your marketing campaign. Transact, Masono writes, “refers to opening a two-way communication with customers and prospects based on the nature of an inquiry.” For example, your website has a lead-generating form that visitors may fill out in order to…

Posted May 12, 2008

Targeting Your Market – Drill Down to Its Core

Do you really know your target market? Do you know what they think? Where they live? How old they are? What websites they frequent? What keywords do they use when they search for something online? If you don’t – if you don’t live and breath and think as your target market thinks – you must find out, because once you do, then you’ll know how to market to them. You also will want to drill down and…

Posted April 20, 2008

Deciding on Your Tactics – Your First Step in Your Online Marketing Campaign

Hello again. It’s been a long while since I’ve posted here and I apologize for my absence. I’ll be posting regularly from now on. In my last post I talked a bit about the different strategies – tactics – one could use in an online campaign. Today I’m going to walk you through how to actually decide which strategies to use. First, come up with a budget. Pay-per-click, banners, etc. are more expensive than article marketing or…

Posted April 2, 2008

How Many Eggs Should Be In Each Basket?

This week I would like to begin to address a question I get asked quite frequently – how much money should I spend on marketing and how should this be allocated between competing tactics?  The first thing I always say is to never put all your eggs in one basket.  Marketing is an art but yet there is very much of a scientific element that comes into play when analyzing the data (this assumes you…

Posted September 26, 2007