Just Say No

I love Seth Godin. Anyone who is in the marketing world and has 2 eyes and 2 ears knows of Seth’s remarkable best selling marketing prowess and guru like presence. A visionary in the same light as Steve Jobs, Seth has and continues to teach us Seth Wannabee’s how we must roll, and roll wisely, with the changing climate of today’s consumers. He instructs how to serve them better, how to get their attention in this increasingly distractive world, how to gain their respect and trust, and ultimately how to win them over and sell them our products and services like no other maestro can.

I subscribe to his daily blog which I look forward to each morning. This one, which came the other day hit home so fiercely I must share. Go read and I’ll be here when you get back: http://sethgodin.typepad.com/seths_blog/2011/11/no.html

He’s not being mean. I run into this dilemma all the time, especially when trying to grow a new business in these tough times. Recently I was approached by a deli owner struggling to keep his doors open. My mama taught me “yes”. Yes I can, Yes I will, Yes, there’s no job too small for me. And I’m sure your mama taught you the same lessons growing up. She meant well, and for many aspects of my life ‘yes’ has served me well. And I like being a yes person, it really makes me feel like a better person. But here was a clear instance where no was the the more obvious answer, the better answer, the more responsible answer. But….I couldn’t get it out. I hemmed, I hawed, I tried to talk him out of it, and in my lame attempts I succeeded in convincing him even more that he did, in fact ,need my services. How was this happening? I wasn’t trying to play hard to get, here! The fact was, that Deli Man couldn’t afford my services, A, and B, even if he could, my services was not what he needed right now; he needed to make a business decision as to whether he was going to keep his doors open. Online marketing and a website was not going to do it for him, at least not at this juncture. In the end I told him I would think about it, and see if we could work something out, knowing all along that we would not. Ultimately I wussed out and sent him a cowardly email the following day explaining to him why I couldn’t take on the job. Next time I’ll do a better job.

12 Most Important Things To Know When Creating an Online Marketing Strategy

3 weeks ago I ran a contest asking for great idea’s to help me get my blog onto 12most.com, a website that has taken over my brain. I’m on a mission to have my blog published there. Why? Who knows; I love the concept and the creativity, and the writers are top notch. And I got some great responses, although it was hard, wasn’t it, coming up with topics that weren’t just 12, but 12 MOST….that tripped most people up. I also promised that the winner of my little contest , should it get me accepted into 12most.com would win either a multi page, in depth website analysis, or if the winner could care less about the optimization of their website or a website at all, a 30 minute marketing consultation on the subject of their choice. I’m going with the suggestion of Jack Reilly. Owner of nothing other than a nice wardrobe and cool condo, Jack is in sales at a start up new media company in Philadelphia. So I don’t know if he needs my services at all, but heck, we can skype about the Eagles. Or cream cheese. He had a great suggestion, and I chose it because the subject is relevant and useful for all those lost in Traditional Marketing Land, and unsure of what your next steps should be so as not to flush your hard earned advertising and marketing budget down the drain. 12 Most Important Things To Know When Creating An Online Marketing Strategy. [Read more...]

A Website That’s Got It Goin’ On; Or, How to Get People To Click Into Your Site, and Keep Them There

With last week’s most recent climatic episode of “The End of the State of Connecticut As We Know It”, it became so much of a challenge to get actual work done that at one point I packed it in and dove deep into my collection of bookmarked cool blog sites that I’ve been meaning to get to one of these days and pulled out one of the best sites out there: 12Most.com . Check it out and you’ll see- I think I’m addicted. [Read more...]

Will SEO Alone Do the Trick?

A friend forwarded me a great article that I haveto share, as lately I’ve been adopting this strategy more and more:

The issue of how to strike a good balance between traditional, time honored marketing methods versus shiny toys like SEO is an ongoing debate and topic of discussion from many of us in the biz, as we struggle to position ourselves to do the best job possible for our clients in making their voice count, ensuring great ROI as well as making sure their visibility is front and center. In short, doing our jobs to best promote their business in front of the widest audience, ethically, affordably and well.

Will SEO alone do the trick? Like anything else, SEO if implemented professionally, should be a component, a crucial component for sure, but still, a component of a broader, integrated marketing strategy. Anyone that tells you that SEO in and of itself is the “magic pill” that will turn their business profits around is either not telling you the truth or implementing some pretty unsavory SEO tactics in oder to get you high rankings in the search engines. Buyer Beware, and remember the old addage: if it seems too good to be true, it probably is.

Make sure your marketing plan contains at least 3 of the following components and that they are well integrated in order to obtain a good bang for your buck:

  • A well designed, unique, search engine friendly website
  • Inclusion in as many general, industry specific and geo targeted directories
  • Inclusion in all the major search engines, including Google, Yahoo and Bing
  • A warm lead generated opt-in , professional email campaign (no spamming)
  • Social Media, Social Media, Social Media
  • A blog or newsletter campaign
  • Targeted Pay-Per-Click advertising
  • Aggressive email (opt-in only!) capture strategy
  • Occasional specials, incentives, discounts offerings
  • An analytical tool to gauge just what is effective and what can be discarded

Most important, however you choose to spend your marketing money, is to make sure that your campaign is well branded and being delivered consistently and in a timely fashion. People need to get used to seeing your presence in order to expect your presence.

SEO alone does not a marketing plan make. My goal, as always, is yours: business walking through the door, orders flowing in, phones-a-ringing, trackable increases in dollars, and happy, smiley, business owners.

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