I am pretty impressed with some of my client’s commitment to maintaining an active email marketing and now social networking strategy. Some are doing it very well and with every email, with every post, they are using an easy, quick-touch medium to execute a very effective strategy called One-to-One Marketing.
One-to-One Marketing is a staple of the Dog Star Media approach to small business marketing. Adapted from major corporate database concepts (which you can read about in the book Enterprise One-to-One by Don Peppers), our approach is simplified for small businesses. The basics are the same: collect as much information from contacts as possible and use it to tailor your approach to gaining them as a customer or renewing them as a customer. My coaching clients and retainer clients know that I talk about the database all the time. The reason is that, a small business has a limited sphere of influence. A small business can only buy so much media to expose and advertise itself. The shortest route to making a large group of interested contacts is to cultivate the relationships you already have and get those contacts to act as foot soldiers in promoting and referring you.
Given the database technologies available, it is easy to collect, manage and mobilize that contact information. The actual activity takes very little time in most cases. However, it is something that should be done with strict regularity. It is an uphill battle of attrition to be top of mind with any one contact in your database, much less many of them. Luckily, your email marketing engine, database and social networking site can do the heavy lifting for you.
So that takes us back to email marketing and Facebook. These are only mediums of conveying your message. This is where we shift gears from persistent scheduling and all-business regularity to messages that make sense in the medium and work to convey bits of information. In a best case scenario, you are reaching a long list of your contacts on a regular basis, through a medium they like with something interesting.
And, when you do it my way, we measure their interest by where they click and how often they do it. The commitment to the messaging activity, the constant updating of the information, the measuring of who is clicking on what... guess what? You are doing a small business-sized version of One-to-One Marketing.
And, it works.
For more information on email marketing, database marketing, social networking strategies and One-to-One Marketing, please email me at donald@dogstarmedia.com.
Tuesday, July 28, 2009
Tuesday, July 21, 2009
Great New Web Site from Dog Star Media
Congratulations to Kary Berry, DDS in Colorado who launched her new Dog Star Media web site this week at ParkMeadowsDentalCare.com. I really like this web site for its economy, clarity and the refreshing, upscale look. And, I appreciate Kary’s focus as this web site came in right on schedule!
This site is an example of why I like custom design. This is an HTML site but it has a high aesthetic quality. Most HTML sites I see from competitors look like they were cut straight out of a cookie cutter. We design our HTML sites with the same process as we do our HTML/Flash and All-Flash sites. Each design is unique and based on the preferences and subjective choices of the doctor who hired us. We do not use templates, nor is there a cookie-cutter format.
Why is this better? It is better because it allows for small or large degrees of personality and style. This is important in establishing an image of difference. Image of difference is a key component in branding and advertising. It is how you separate yourself from the pack. Don’t kid yourself. If your site looks like your competitors site in format and/or design, it is not good for business, especially higher end business. Originality, preferrably uniqueness, will help you separate yourself from the pack. This is why we only produce work that is unique to the practice that hires us.
Originality is one place you do not want to sacrifice. It is one reason why we get a lot of doctors coming to us for site redesigns. Almost always, their previous designer designed off a template and they think they site needs some (they can never put their finger on it) added quality. What they are seeking is something that sets them apart. That originality is where we start.
If you are one of the many who are gearing up to strengthen and retool their web strategies, this is an important point to consider. There are a ton of companies or people that can design a web site. And, you have to watch what their priorities are. Someone who sells you on a web site that can be well optimized might not be so concerned with your ability to separate yourself from the competition. A company focused on giving you the lowest possible price for production might be using templates and you get less aesthetic and image of difference because their priority is to get you something that works, fast and cheap.
I always like to say a good web site costs as much as a bad web site. It really depends on your priorities. Normal priorities are, 1) a site that looks great, 2) a site that can be optimized and 3) a site that separates you from the competition. All of these priorities can be achieved with our custom design process. And, yes, Flash and HTML/Flash sites can be optimized for keywords. We take everything into consideration: the presentation, the practical optimization potential and the competitive marketing position. It is the most responsible way to produce sites for small businesses.
If you are blending into the background online because your web site is made from a template or lacks the originality that can create an image of difference for you, please contact me at donald@dogstarmedia.com today about improving your online presentation.
This site is an example of why I like custom design. This is an HTML site but it has a high aesthetic quality. Most HTML sites I see from competitors look like they were cut straight out of a cookie cutter. We design our HTML sites with the same process as we do our HTML/Flash and All-Flash sites. Each design is unique and based on the preferences and subjective choices of the doctor who hired us. We do not use templates, nor is there a cookie-cutter format.
Why is this better? It is better because it allows for small or large degrees of personality and style. This is important in establishing an image of difference. Image of difference is a key component in branding and advertising. It is how you separate yourself from the pack. Don’t kid yourself. If your site looks like your competitors site in format and/or design, it is not good for business, especially higher end business. Originality, preferrably uniqueness, will help you separate yourself from the pack. This is why we only produce work that is unique to the practice that hires us.
Originality is one place you do not want to sacrifice. It is one reason why we get a lot of doctors coming to us for site redesigns. Almost always, their previous designer designed off a template and they think they site needs some (they can never put their finger on it) added quality. What they are seeking is something that sets them apart. That originality is where we start.
If you are one of the many who are gearing up to strengthen and retool their web strategies, this is an important point to consider. There are a ton of companies or people that can design a web site. And, you have to watch what their priorities are. Someone who sells you on a web site that can be well optimized might not be so concerned with your ability to separate yourself from the competition. A company focused on giving you the lowest possible price for production might be using templates and you get less aesthetic and image of difference because their priority is to get you something that works, fast and cheap.
I always like to say a good web site costs as much as a bad web site. It really depends on your priorities. Normal priorities are, 1) a site that looks great, 2) a site that can be optimized and 3) a site that separates you from the competition. All of these priorities can be achieved with our custom design process. And, yes, Flash and HTML/Flash sites can be optimized for keywords. We take everything into consideration: the presentation, the practical optimization potential and the competitive marketing position. It is the most responsible way to produce sites for small businesses.
If you are blending into the background online because your web site is made from a template or lacks the originality that can create an image of difference for you, please contact me at donald@dogstarmedia.com today about improving your online presentation.
Tuesday, July 14, 2009
Now THAT is a jump in traffic!
Congratulations to Dr. Richard Dolsky in Philadelphia on the additional 2000 visitors to his web site he got last month. He is in our Keyword SEO program and is paying close attention to his tracking including using a tracking number on his web site.
In our conversation earlier this week, he said the same thing I hear on all first tracking number review phone calls: “Wow, I didn’t realize the phone was ringing so much.” I hear that all the time. That fact is, without real hard facts, you don’t know.
When we started working with doctors and dentists, I was told they like science so anything that is measurable scientifically is considered a good thing. I think it is one reason our tracking number offer has blown up so big this year. There is nothing like hard data for decision making.
We take this approach in our Keyword SEO program, too. This is because optimization and traffic are two different things. Most people assume that optimization automatically equals more traffic. Not in every case. This is why, yes, we will optimize your site but we also recommend that you keep a close eye on your web traffic and track your calls. This is because when people buy optimization, what they really want is more traffic and more responses. So why would you not keep an eye on that as a prime indictator?
I am always surprised by the people who do not want to know detailed tracking. I can’t imagine not making a minimal expense in tracking numbers and detailed web traffic if you are spending thousands each month to advertise. Surprised, yes, but I know the reason. There are many people who don’t want to know the truth. Many fear that they will see a very low number of calls or web traffic.
The truth is almost everyone tells me they did not know they were getting so many calls. If you want to know more about the tracking we recommend for SEO or about tracking numbers, please email me at donald@dogstarmedia.com.
In our conversation earlier this week, he said the same thing I hear on all first tracking number review phone calls: “Wow, I didn’t realize the phone was ringing so much.” I hear that all the time. That fact is, without real hard facts, you don’t know.
When we started working with doctors and dentists, I was told they like science so anything that is measurable scientifically is considered a good thing. I think it is one reason our tracking number offer has blown up so big this year. There is nothing like hard data for decision making.
We take this approach in our Keyword SEO program, too. This is because optimization and traffic are two different things. Most people assume that optimization automatically equals more traffic. Not in every case. This is why, yes, we will optimize your site but we also recommend that you keep a close eye on your web traffic and track your calls. This is because when people buy optimization, what they really want is more traffic and more responses. So why would you not keep an eye on that as a prime indictator?
I am always surprised by the people who do not want to know detailed tracking. I can’t imagine not making a minimal expense in tracking numbers and detailed web traffic if you are spending thousands each month to advertise. Surprised, yes, but I know the reason. There are many people who don’t want to know the truth. Many fear that they will see a very low number of calls or web traffic.
The truth is almost everyone tells me they did not know they were getting so many calls. If you want to know more about the tracking we recommend for SEO or about tracking numbers, please email me at donald@dogstarmedia.com.
Monday, July 6, 2009
Calls Tracked in June
In June, Dog Star Media clients tracked 1123 incoming phone calls using our tracking telephone numbers. These numbers continue to be the strongest component of most of our clients’ marketing plans. Knowing which marketing endeavor is bringing in phone calls is helping these clients sharpen the sword each month.
Since March, 2009 when we started gathering tracking information, our clients have tracked 3142 calls. This has helped them determine if certain ad purchases are successful or unsuccessful in generating calls. In many cases, it has validated the importance of their Internet strategy, as usually, the strongest call responses come from their web sites.
Big picture, the wide dispersal of these tracking numbers geographically has helped us establish some benchmarks for performance. For clients in our coaching and retainer programs, there is a remarkable consistency in call responses depending on the market size and overall marketing budget (which are things I know in detail in both coaching and retainer programs). Knowing these benchmarks has helped me give better advice based on the performance of certain tracking numbers.
You’ve heard it the saying “Information is power.” Well, this is some pretty strong information. Tracking numbers work out to be $40/month. In our program that price is locked whether or not you have a toll-free number and there are no usage fees for minutes. So, each month you use a tracking number, you are spending $40 to monitor and understand the results of the hundreds or thousands of dollars you are spending on the ads or on a particular medium, such as a web site.
This month, the pro-rated cost is $280 for a number. That fee will last you until February when each number renews for a full year. It is a one-time payment of a few hundred dollars that can tell you how your thousands or tens of thousands in marketing endeavors are performing. On that point alone, it is one of the most highly recommended marketing tools available. Do you want a tracking number for your web site and/or your ads? If so, please contact me today at donald@dogstarmedia.com.
Since March, 2009 when we started gathering tracking information, our clients have tracked 3142 calls. This has helped them determine if certain ad purchases are successful or unsuccessful in generating calls. In many cases, it has validated the importance of their Internet strategy, as usually, the strongest call responses come from their web sites.
Big picture, the wide dispersal of these tracking numbers geographically has helped us establish some benchmarks for performance. For clients in our coaching and retainer programs, there is a remarkable consistency in call responses depending on the market size and overall marketing budget (which are things I know in detail in both coaching and retainer programs). Knowing these benchmarks has helped me give better advice based on the performance of certain tracking numbers.
You’ve heard it the saying “Information is power.” Well, this is some pretty strong information. Tracking numbers work out to be $40/month. In our program that price is locked whether or not you have a toll-free number and there are no usage fees for minutes. So, each month you use a tracking number, you are spending $40 to monitor and understand the results of the hundreds or thousands of dollars you are spending on the ads or on a particular medium, such as a web site.
This month, the pro-rated cost is $280 for a number. That fee will last you until February when each number renews for a full year. It is a one-time payment of a few hundred dollars that can tell you how your thousands or tens of thousands in marketing endeavors are performing. On that point alone, it is one of the most highly recommended marketing tools available. Do you want a tracking number for your web site and/or your ads? If so, please contact me today at donald@dogstarmedia.com.
Subscribe to:
Posts (Atom)