Some say that marketing is more of an art than a science. When it comes to the creative side, I agree with that but strategy is entirely a science. And, like anything else that has objectives, you are either doing it well or you are not. Here is a Smart Marketing Checklist of what Dog Star Media thinks is vital to understanding the science of your marketing. Having and using this knowledge increases effectiveness and reduces waste. And, just to be clear, we consider these must-haves. Otherwise, you have a lot of guesswork on your hands.
1) Web Site Metrics
This seems common sense but I find that these stats are widely ignored and therefore not used. Your web site is the most important marketing tool you have. People go there first to check you out. Running regular reports on your web site metrics (traffic and how users click through the site) will tell you a great deal about how your site is being used. A good site metrics program (and they are free such as Stat Counter) will tell you where visitors came from (direct access, search engines, referring sites), what pages users clicked through and much more. This information is vital in making content adjustments to the web site, understanding how people are finding you and understanding the strengths and weaknesses of your site. Without this knowledge, you have one hand tied behind your back. If you want to talk to me about adding Stat Counter to your web site and the benefits of using such a strategy, email me here.
2) Tracking Telephone Numbers
The worst mistakes I see practices make is overspending on mass media. The second worst mistake is putting any credence in asking prospect where they saw your ad or heard of you. Taht is anecdotal information and is almost always flawed. Tracking telephone numbers eliminate both of these issues and replace them with hard, reliable data of where calls are generated. A tracking number is a unique number that is placed only in one medium, say a print ad or a web site. When that number is called, it routes directly to your main number and records vital information about the call such as call length, answered or not answered and Caller ID information if it is available. To address the two problems I mentioned, you get an exact number of responding calls from each number, telling us EXACTLY where people got your number when they became ready to call in. My clients who use these numbers routinely sharpen their marketing and reduce their waste by using this knowledge. The best part is that tracking numbers are very inexpensive: $480/year. Just email me here to start your tracking number order. If you are spending thousands each month on marketing, shouldn’t you spend $40/month to measure it properly. This, too, is a must have.
3) Listing Service Measurements
If you are listing your service on a web site like Liposuction.com or LookingYourBest.com, you want to know specifically how many clicks and calls are being generated for your subscription. If reports are not provided (and to me, this is a red flag), then you can gather this information with the use of proxy URLs and tracking telephone numbers. A proxy URL is basically a copy of your web site hosted at a separate location. In other words, when you link from one of these services, you link to a specifically hosted web site. This allows you to track the click-throughs from a given location specifically. And, of course, I would recommend using a tracking phone number to track calls from this sort of medium, too.
I have recently been asked about using social networking sites such as Facebook and MySpace to promote practices and services. Of course, this is a good idea. And, those services are free. What is not free is the time you (or someone on your behalf) would put into using the services to network and promote. In these cases, we recommend the Proxy URL strategy to measure specific click throughs that occur due to Facebook networking. If you have this, you can determine whether or not the networking footwork is worth it.
Using these strategies can validate effectiveness and expose ineffective marketing steps and expenses. If you are interested in this sort of measurement including Facebook and MySpace strategies, email me here for more information.
4) Optimization Rates and Ranking Trends for SEO
The struggle with SEO is that it is so hard to explain and understand. I have seen clients purchase SEO services that ran them more than $3000/month who, despite results, still did not fully have confidence in what they were doing or getting. As most of you know, our service is Keyword SEO only and focuses on groups of 10, 20 or 30 words and it starts at only $300/month. The goal with our program is to get your results but also help you understand what you are getting. The single biggest mistake people make with SEO is not being realistic. Our program helps you realistically understand where you are and your options.
We rely on two reports that clients can see each month. The 30,000-foot view from these reports tells you (and us) to what degree your site is optimized in your market for the terms selected. Plain and simple in a percentage form. When your percentage is high, everything possible is being done on those terms. If that high degree of optimization on the site is not moving you up fast enough, it makes it really easy to evaluate Pay Per Click on those terms. By taking the confusion out of SEO, we are able to show you where you stand. SEO is the cost of doing business on the Internet. You have to do something. We believe that an understanding of how this works is the key to clients having the patience required to stick with an SEO strategy. If this sounds like the way you want to approach SEO, email me here to discuss it.
All of these strategies are scientific and measurable. They are the Smart List if you want to improve your marketing with very little expense. I wouldn’t do it any other way.
Tuesday, February 24, 2009
Tuesday, February 17, 2009
Another Triumph for Digital Media
When I first was pitched digital billboards by reps at two billboard companies, I was skeptical. But, my experience so far has been nothing but excellent. And, it is giving our clients some clear and decisive advantages.
There is no doubt that billboards are great ways to promote web sites, especially if you have done a good job picking a domain name that works for you. A great, memorable domain name on a billboard is normally a great way to drive traffic to your web site. However, billboards are not short-term buys. Like any mass media, it is important to commit to a substantial campaign in terms of length of time and exposure. This prohibits a lot of clients from choosing this, especially in major markets. Therefore, we normally see billboard campaigns in mid-size and small markets.
Another added burden of billboards is that you need to commit to one design because there are hard production costs involved. Whether it be paper or vinyl, billboards traditionally require some commitment to a message... one message per board. This sort of limitation has also factored into our clients’ choices to shy away from billboards.
However, these traditional limitations are all addressed by digital billboards. And, in one campaign we have running for La Belle Center for Cosmetic Surgery in Lafayette, Louisiana (Dr. Jay Appurao and Dr. Trent Fogelman) we plan to run between 15-20 images on one digital billboard in one campaign.
There is no production costs for digital billboards as the image is projected on a digital display. This means no paper or vinyl cost and it has the added upside of allowing us to change the art out on demand. The best benefit is that we can run multiple concepts in one campaign on one board. Previously, we were stuck to one message. Now, we can run multiple messages.
In the case of La Belle, the campaign has a web site call to action. That web call to action remains the same on all the designs but we change out the service and the photo. So, on one billboard, we have an ad for Laser Liposuction and another for Botox Cosmetic. This week, we plan to add more. Each board has the same call to action but the service being featured rotates so as to associate as many services as possible with the new clinic. Now this is how digital media is designed to be used.
Now, digital billboards are more expensive. But if you factor in the cost of paper or vinyl production on traditional boards, you see you were paying those dollars already. Overall, the cost of digital is a little more but the benefits far outweigh the added costs. For a cosmetic dentist, it means being able to feature numerous services in one buy. For cosmetic surgeons and dermatologists, it allows you to display the full range of services, both surgical and non-surgical in one media buy.
If you have been approached by billboard reps lately of if you are thinking about this or other forms of digital media, please email me for my best advice. I look forward to hearing from you.
There is no doubt that billboards are great ways to promote web sites, especially if you have done a good job picking a domain name that works for you. A great, memorable domain name on a billboard is normally a great way to drive traffic to your web site. However, billboards are not short-term buys. Like any mass media, it is important to commit to a substantial campaign in terms of length of time and exposure. This prohibits a lot of clients from choosing this, especially in major markets. Therefore, we normally see billboard campaigns in mid-size and small markets.
Another added burden of billboards is that you need to commit to one design because there are hard production costs involved. Whether it be paper or vinyl, billboards traditionally require some commitment to a message... one message per board. This sort of limitation has also factored into our clients’ choices to shy away from billboards.
However, these traditional limitations are all addressed by digital billboards. And, in one campaign we have running for La Belle Center for Cosmetic Surgery in Lafayette, Louisiana (Dr. Jay Appurao and Dr. Trent Fogelman) we plan to run between 15-20 images on one digital billboard in one campaign.
There is no production costs for digital billboards as the image is projected on a digital display. This means no paper or vinyl cost and it has the added upside of allowing us to change the art out on demand. The best benefit is that we can run multiple concepts in one campaign on one board. Previously, we were stuck to one message. Now, we can run multiple messages.
In the case of La Belle, the campaign has a web site call to action. That web call to action remains the same on all the designs but we change out the service and the photo. So, on one billboard, we have an ad for Laser Liposuction and another for Botox Cosmetic. This week, we plan to add more. Each board has the same call to action but the service being featured rotates so as to associate as many services as possible with the new clinic. Now this is how digital media is designed to be used.
Now, digital billboards are more expensive. But if you factor in the cost of paper or vinyl production on traditional boards, you see you were paying those dollars already. Overall, the cost of digital is a little more but the benefits far outweigh the added costs. For a cosmetic dentist, it means being able to feature numerous services in one buy. For cosmetic surgeons and dermatologists, it allows you to display the full range of services, both surgical and non-surgical in one media buy.
If you have been approached by billboard reps lately of if you are thinking about this or other forms of digital media, please email me for my best advice. I look forward to hearing from you.
Tuesday, February 10, 2009
Great New Web Sites
Dog Star Media is proud to present two new web sites for AACS President Patrick McMenamin. Dr. Mack has been hard at work revamping the look and feel of his online presentation for several months and it has resulted in two kinds of web sites.
The First Impression
The first site at renewyou.com is a Flash, HTML and Video site with a traditional layout and presentation for a cosmetic surgeon. It has the best of all cosmetic surgery elements including the all-important video greeting from the doctor. Dr. Mack came to our Dallas studio for the video shoot that is included with the purchase of a Flash Video web site and made the most of his shoot. With plenty of preparation, we got lots of video content for his site. This first-person approach immediately makes him more competitive on the web. His first impression is HIS first impression. Like I say over and again, this takes the most important yet inaccessible part of the sales process (meeting the doctor) and puts it up front. This technique has improved the potency of many web designs and is one of the most requested add-ons. Meet the doctor on the front page... it is vital these days if you want to be competitive. And, throughout the site, Dr. Mack continues to explain the benefits of procedures, building up the trust and comfort levels as he goes. It is really a very good video presentation on a web site.
For Advanced Users
Dr. Mack’s second site, which is linked at the top of renewyou.com is a truly groundbreaking design. Built entirely around video, this streamlined presentation is designed simply to be watched. It has a “conversational” navigation that pretty much allows you to start the video on all the procedures listed. The site is designed for the benefit discussion to be freeflowing but always presented by the doctor himself. And, the best part is that the video is concurrent so you can just open the site and watch it play. It will run through all of the sections. If you want to stop and get written information it is there for you. This is the best way to present on the Internet because you are accomodating all learning styles and preferences. If you can make your site easy to understand and use for everybody, why not do it?
This is what is competing best on the web. When people make it to your web site for the first time, you want to stop the shopping around. The best way to do that is with a presentation that literally stops them and keeps them watching. And, who better to host it than you?
If you want ideas on adding video to your current site or redesigning your web site for a more dramatic and impactful presentation on the web, email me at donald@dogstarmedia.com.
The First Impression
The first site at renewyou.com is a Flash, HTML and Video site with a traditional layout and presentation for a cosmetic surgeon. It has the best of all cosmetic surgery elements including the all-important video greeting from the doctor. Dr. Mack came to our Dallas studio for the video shoot that is included with the purchase of a Flash Video web site and made the most of his shoot. With plenty of preparation, we got lots of video content for his site. This first-person approach immediately makes him more competitive on the web. His first impression is HIS first impression. Like I say over and again, this takes the most important yet inaccessible part of the sales process (meeting the doctor) and puts it up front. This technique has improved the potency of many web designs and is one of the most requested add-ons. Meet the doctor on the front page... it is vital these days if you want to be competitive. And, throughout the site, Dr. Mack continues to explain the benefits of procedures, building up the trust and comfort levels as he goes. It is really a very good video presentation on a web site.
For Advanced Users
Dr. Mack’s second site, which is linked at the top of renewyou.com is a truly groundbreaking design. Built entirely around video, this streamlined presentation is designed simply to be watched. It has a “conversational” navigation that pretty much allows you to start the video on all the procedures listed. The site is designed for the benefit discussion to be freeflowing but always presented by the doctor himself. And, the best part is that the video is concurrent so you can just open the site and watch it play. It will run through all of the sections. If you want to stop and get written information it is there for you. This is the best way to present on the Internet because you are accomodating all learning styles and preferences. If you can make your site easy to understand and use for everybody, why not do it?
This is what is competing best on the web. When people make it to your web site for the first time, you want to stop the shopping around. The best way to do that is with a presentation that literally stops them and keeps them watching. And, who better to host it than you?
If you want ideas on adding video to your current site or redesigning your web site for a more dramatic and impactful presentation on the web, email me at donald@dogstarmedia.com.
Tuesday, February 3, 2009
Why measuring is more important than ever.
Remember the movie Scared Straight? Well, as things seem to be loosening up economically, I hope that we can institute a marketing version of that while the sting of the last year is still fresh in our minds.
As I mentioned in several past blogs, this is the time of year where I work with a lot of my coaching clients on re-setting their plans. It is also a time when I get calls out of the blue from those who have been planning otherwise and need something from Dog Star Media. Either way, annual plans are underway. Usually, it is a time when I repeat the same advice over and over about spending plans that can only be described as pell mell or willy nilly. I try to be the voice of reason about small businesses spending on mass media, understanding how it works and why it should be measured for effectiveness. This year, the questions are all different.
I am being asked repeatedly what I would do. This is opposed to being asked if an idea is any good. This opportunity has resulted in a lot of people switching tactics to measurable strategies, which is what I recommend. And, in a year, I think everyone doing this will appreciate how much more information they have. Pay Per Click as a strong addition to steady SEO, tracking phone numbers on all major investments, email marketing to patient databases using blogs as target links. All of these boilerplate DSM strategies have one thing in common. We get EXACT measurments and results. All are technology-based and tell us much more than anecdotal evidence.
Plus all of these strategies are high value propositions. With Pay Per Click, you get what you pay for in clicks. And, the tracking numbers and email/blog strategies are so inexpensive they barely register. Combine those with free stats from you web site from Stat Counter and you have a great measurement infrastructure.
Or you can spend willy nilly or pell mell. However, if you are among those who have been scared straight over the last year, why not join in and break the cycle? Want help with tracking numbers, email/blog strategies or SEO/Pay Per Click, just email me at donald@dogstarmedia.com. I am happy to help.
As I mentioned in several past blogs, this is the time of year where I work with a lot of my coaching clients on re-setting their plans. It is also a time when I get calls out of the blue from those who have been planning otherwise and need something from Dog Star Media. Either way, annual plans are underway. Usually, it is a time when I repeat the same advice over and over about spending plans that can only be described as pell mell or willy nilly. I try to be the voice of reason about small businesses spending on mass media, understanding how it works and why it should be measured for effectiveness. This year, the questions are all different.
I am being asked repeatedly what I would do. This is opposed to being asked if an idea is any good. This opportunity has resulted in a lot of people switching tactics to measurable strategies, which is what I recommend. And, in a year, I think everyone doing this will appreciate how much more information they have. Pay Per Click as a strong addition to steady SEO, tracking phone numbers on all major investments, email marketing to patient databases using blogs as target links. All of these boilerplate DSM strategies have one thing in common. We get EXACT measurments and results. All are technology-based and tell us much more than anecdotal evidence.
Plus all of these strategies are high value propositions. With Pay Per Click, you get what you pay for in clicks. And, the tracking numbers and email/blog strategies are so inexpensive they barely register. Combine those with free stats from you web site from Stat Counter and you have a great measurement infrastructure.
Or you can spend willy nilly or pell mell. However, if you are among those who have been scared straight over the last year, why not join in and break the cycle? Want help with tracking numbers, email/blog strategies or SEO/Pay Per Click, just email me at donald@dogstarmedia.com. I am happy to help.
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