Archive for the ‘Mostly Marketing’ Category

Apr 10th, 2009 No Comments

Common questions about online marketing

We answer a lot of questions every week about online marketing. Those conversations usually start with something like: Why doesn’t my Web site show up in a Google search? Why do my competitors all rank above my Web site? Why don’t I get any leads from the Internet? The leads I get from the Internet are all spam e-mails so why should I waste time trying to get more?

These are not simple questions to answer and usually involve a combination of technical issues (design, coding), content and financial reality (limited marketing dollars). But you might be surprised at how much can be done with a relatively small budget, and some regular attention to updating your information.
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Feb 20th, 2009 3 Comments

Social media and your business

Twitter logo


Everywhere you look these days there are stories about social media in general, and Twitter in particular. Just a few examples are: Forbes, The Wall Street Journal, Advertising Age (here, here, here, and many more).

Nobody knows where this is all heading and there isn’t any road map to help guide your particular business. But there are a few things that are already clear:
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Jul 10th, 2008 No Comments

Refreshing, and Easy, Marketing Program Perfect for Summer

Summer is typically a slow time in business.  Customers are either frying at the beach, daydreaming about their trip to Paris, or thinking about their next barbecue.  Either way their mind isn’t really focused on buying whatever you’re selling.  So you can either write off the next couple of months, or have some fun with summer-themed marketing campaigns.

One of our clients came up with a perfect summer promotion – easy to implement, low cost, and most important, a quick response.  They are giving away gift cards for slushy drinks.  Here’s how it works:

  1. Assemble a mailing list of new prospects and/or existing customers that you don’t expect to see during the summer.
  2. Print postcards with a unique "secret code" on each one.
  3. Set up a Web page containing a survey, or just some product information, depending on your business.

You can see the current survey page we set up for this particular mailing here:

They control their cost because a "secret code" is required to claim the gift.  This also lets them control the geographic reach of the campaign – in this case they are targeting a corner of northern New Jersey.  And they only buy as many gift cards as they need, when they need them.

We can easily try different value gift cards, different mailing lists, and other options to stay in front of people all summer long.  For more flexibility the sales people can give out secret codes whenever they think it might help during a sales call.  And any prospects calling in on the phone can also be given codes if appropriate.

The secret code is also designed to help in tracking different approaches.  So each mailing/offer has a unique set of codes, and each sales person has their own set.

All the leads coming in from the Web site are automatically posted to a Zoho CRM system to track effectiveness, to help automate future mailings, and for easy follow up and tracking by sales people.

Our client in this case is the AlphaGraphics print shop in Montclair, NJ .  Call them at the number on the Web site above to ask about these summer promotions.  If you’re lucky they might even give you a secret code of your own.