A year ago, Google added mobile web site statistics to the Analytics dashboard. Since then we have watched mobile traffic stats steadily climb upward on nearly all of our client’s web statistics. This time last year, a few sites we watched had 3-5% mobile use. Now, its hard to find a site that is trafficked less than 5% on mobile devices. And, most sites we watch are having between 7-12% traffic. I even saw one hit about 15% recently.
Nobody knows where the ceiling is going to be on mobile use. Highly reputable tech companies are forecasting compounding growth in mobile Internet use for the next several years. All indications are that more and more people will be using mobile devices for more and more Internet access. That is why we have seen a landrush of early adopters get some sort of mobile web sites this year.
A year from now, we will be talking about 20-25% site visits from mobile users. Right now we have some clients who have hundreds of mobile users visit their web sites each month. The period for early adoption is over. We are in the middle of the bell curve and if your site doesn’t fully show or show well on mobile devices, your Internet strategy is leaking.
There are four weeks left in the year. Why not say you are going into 2011 ready for all the mobile users. Dog Star Media makes mobile sites affordable and easy to get launched. No additional servers are needed, only a specially developed site that works best on mobile devices. If you have video, we can make it play on your mobile site where it will not play on your standard web site. Dog Star mobile sites start at $1000 for a 7-page starter site. Those 7 pages are the most important pages from your standard site, reformatted for best presentation on mobile devices.
Here is a great test. Just look up your web site on a mobile device. If you have to size it, scroll all over to get it to display all your content, can’t see your Flash, can’t see your video or have to wait forever for your graphics to load on your phone, just know, that is how everyone looking on mobile devices is seeing your site. You are probably paying for those visits somehow and every bad visit is marketing money wasted.
We want to encourage all our clients and prospects to make this your last important marketing purchase of 2010. Even if you do it in December, you can say your got your mobile site at the early stages of the mobile boom and that your 2011 Internet Strategy can be seen well by everyone. To get your mobile web site, please email me at donald@dogstarmedia.com.
Monday, November 29, 2010
Tuesday, November 16, 2010
Its all about numbers
It was great meeting a new group of cosmetic surgeons last weekend in Tulsa. The presentation I made on marketing went over pretty well, so I thought I would share the subject here, too. It is about using metrics in your marketing.
If you know good benchmarks and how to interpret them, metrics are the key to success. If you don’t measure and you don’t pay attention to your metrics, you are taking a huge risk with your cashflow and with the future of your business.
My presentation was called “It’s a Numbers Game.” In it, I identified six key numbers business owners should know. They are: 45, 3, 2, 50, 1 and 0. Here is why these numbers are important.
45 - As in 45 seconds. This is the length of a quality incoming call. Anything less is a low-value exchange of information or no exchange at all. The tool required to measure incoming calls is a tracking phone number. Tracking numbers let your record all details of your incoming calls form unique placements (web site, print ad, etc.)
3 - As in 3 page views. On a cosmetic surgery or dentistry web site, this is the minimum average number of page views you want people to see. An average of 3 tells us that longer visits are occurring among interested users. Why? Because of your bounce rate. We will get to that.
2 - As in 2 minutes. This is the minimum average length of time users should be spending on your web site. An average of less than two minutes usually correllates with a low number of page views and a high bounce rate, which means... sorry... time for a web site redesign. People are not liking what they find if they are leaving so quickly.
50 - As in 50% Bounce Rate. A bounce is when someone comes to your web site, sees the first page and leaves. 50% is the maximum bounce rate you should see. The lower it is the better but statistics show that 50% is very common. That is why we want to state it as a maximum acceptable bounce rate. You should be doing better.
1 - As in 1 First Impression. That’s all you get. So if the first impression someone sees is your web site, make sure it is a good one and make sure it accounts for the hardware they are using. Standard web sites are not made for mobile devices and if you make someone fight through your standard web site on a mobile device, you are not making much of a first impression. And, if your Flash and video cannot be seen on mobile devices, you are probably making a bad first impression. If you care about every first impression, you should have a mobile web site backing you up on this one.
0 - As in 0 Growth. If you do not measure your marketing results, this is what you are likely to get. The only way to really be successful in marketing is by understanding the productivity of all the elements of your marketing plan. With the advice I give in this blog, you at least have some benchmarks and tools identified.
If you need help with any of the above or want to start measuring your marketing, add a mobile site or begin using tracking numbers, please email me at donald@dogstarmedia.com. I look forward to helping you.
If you know good benchmarks and how to interpret them, metrics are the key to success. If you don’t measure and you don’t pay attention to your metrics, you are taking a huge risk with your cashflow and with the future of your business.
My presentation was called “It’s a Numbers Game.” In it, I identified six key numbers business owners should know. They are: 45, 3, 2, 50, 1 and 0. Here is why these numbers are important.
45 - As in 45 seconds. This is the length of a quality incoming call. Anything less is a low-value exchange of information or no exchange at all. The tool required to measure incoming calls is a tracking phone number. Tracking numbers let your record all details of your incoming calls form unique placements (web site, print ad, etc.)
3 - As in 3 page views. On a cosmetic surgery or dentistry web site, this is the minimum average number of page views you want people to see. An average of 3 tells us that longer visits are occurring among interested users. Why? Because of your bounce rate. We will get to that.
2 - As in 2 minutes. This is the minimum average length of time users should be spending on your web site. An average of less than two minutes usually correllates with a low number of page views and a high bounce rate, which means... sorry... time for a web site redesign. People are not liking what they find if they are leaving so quickly.
50 - As in 50% Bounce Rate. A bounce is when someone comes to your web site, sees the first page and leaves. 50% is the maximum bounce rate you should see. The lower it is the better but statistics show that 50% is very common. That is why we want to state it as a maximum acceptable bounce rate. You should be doing better.
1 - As in 1 First Impression. That’s all you get. So if the first impression someone sees is your web site, make sure it is a good one and make sure it accounts for the hardware they are using. Standard web sites are not made for mobile devices and if you make someone fight through your standard web site on a mobile device, you are not making much of a first impression. And, if your Flash and video cannot be seen on mobile devices, you are probably making a bad first impression. If you care about every first impression, you should have a mobile web site backing you up on this one.
0 - As in 0 Growth. If you do not measure your marketing results, this is what you are likely to get. The only way to really be successful in marketing is by understanding the productivity of all the elements of your marketing plan. With the advice I give in this blog, you at least have some benchmarks and tools identified.
If you need help with any of the above or want to start measuring your marketing, add a mobile site or begin using tracking numbers, please email me at donald@dogstarmedia.com. I look forward to helping you.
Monday, November 8, 2010
Not convinced about mobile use... read this.
We’ve had another spike of interest by clients regarding mobile web sites. Trends in mobile use continue to pick up steam, convincing stats are building and the discussion is brimming over once again. And, as we head down the stretch toward 2011, it’s a good idea to make sure that your mobile strategy is online and ready to play an important role in your overall Internet strategy.
It was just about a year ago that mobile use stats started showing up on Google Analytics. This put some serious light on mobile users. Among our clients, the early adopters jumped right in and we began producing our first mobile sites for cosmetic dentists and cosmetic surgeons in January. Their action was triggered by the very appearance of mobile stats. Early on, we formulated the opinion that, when your mobile traffic hit 5%, you needed to add a starter mobile strategy. And, if you hit 10% mobile traffic, you definitely needed a mobile presence in place. In the last 10 months we have watched most of our clients climb into the 10% range with some on their way to 15%. I am already being asked where this will top out. I think the better question is when this will top out and when it does what will the Internet look like.
So, here is what some others are saying about that.
In a June 2010 Forecast published by Cisco, it was noted that “Globally, mobile data traffic will double every year through 2014, increasing 39 times between 2009 and 2014. Mobile data traffic will grow at a compound annual growth rate (CAGR) of 108 percent between 2009 and 2014, reaching 3.6 exabytes per month by 2014.”
And, in a very interesting marketing conversation on Twitter last week via MarketingProfs, guest expert Christina Kerley made some very good points about the acceptance of mobile technology. Here are a few gold nuggets she dropped:
“CKsays
And here's a neat stat: Twitter grew 40mm users from Apr-Sept. Main reason? Users can access via their mobile twitter apps!”
“CKsays
3.4 billion (BILLION) ppl on mobile. And their phones are always on them. For comparison? Facebook accounts? 500 million.”
“CKsays
This is KEY: Within 3-5 years, mobile devices will be the FIRST screen for users accessing the Web. That's not far off folks”
These comments about acceptance are staggering. CK’s forecast and the Cisco forecast are in line. Think about what is needed for the mobile screen to be the first screen (aka the preferred screen) for users accessing the web. The hardware must be pervasive. Using that technology must be hands-down more convenient. And, use of that hardware must be socially acceptable. If you haven’t noticed, most of us are already there. We are only waiting for the Internet content to catch up with us.
Right now, one of my favorite commercials is the “Really?” http://www.youtube.com/watch?v=v-mo_Qpy6eM
This pokes fun at the fact that mobile surfing is not socially acceptable yet. It’s funny because most of us see folks like this every day and may even be that way ourselves. But, this ad is also a shot across the bow because it indicates that we are working on the social acceptance factor. Pervasive mobile technology... check. Coming social acceptance... check. So, are you working on making your Internet presence hands-down more convenient? You better be.
The fact is, for most businesses, your web site is the first impression you make on potential new business. You mess that up and it’s easy for them to move on to a competitor. The wave is already cresting and it’s not going to stop for several years. That wave of mobile users is going to get higher and higher. Early adopters are there already. If your business does not have a mobile site by... say... today... then you are either in the middle of the bell curve or you are a late adopter. Hopefully, you are not a resister. So, how do you determine the damage of waiting? Here is a quick guide:
1) If you have Flash on your web site, it cannot be read on iPhones. iPhones make up a large share of the mobile market and the conflict over Flash has been well documented. If you saw the release of the iPhone Skyfire ap as a work around, read the fine print. Skyfire works only on Flash video, not Flash. Your take-away here is that the Flash on your standard site is problematic in mobile use.
2) Orientation. Standard sites are landscape-oriented. Mobile devices are portrait orientation. Sure you can size and scroll and turn your phone over, then resize... Boy, that’s a lot of work compared to a site that displays a site that is ideal for a mobile device. Your takeaway: One size does not fit all. Your site should be designed for the hardware used.
3) Graphics. Mobile sites are less graphic and more geared to navigation on mobile devices. We see a tremendous increase in time spent on site for mobile users in our clients’ pre-mobile site stats. These are understanding users who are willing to wait on a cumbersome download just because they like using their phone. This good will is going to start running out as more and more sites load faster, easier and work better on mobile. Your takeway: Get ahead of the curve because this is a survival of the fittest issue. If your site is not as good as others on mobile devices, you are going to lose the interest of mobile users. These are the people you are spending your marketing dollars to attract... and stats show most are more likely using mobile devices more often... and longer.
Like I tell clients and prospects all the time, you don’t have to listen to me about mobile devices. Just pull out your mobile device and look up your web site. Does it load right away? Does it fit on your smart phone? Do you see areas that aren’t loading? Is your video playing? If yes, congratulations for being an early adopter. If no, watch out for that wave. It‘s big enough to capsize an ocean liner.
If you are ready to add a mobile site to your Internet strategy, please contact me today at donald@dogstarmedia.com. We look forward to helping you.
Tuesday, November 2, 2010
Great New Web Site
Congratulations to David Buck, DDS on his new web site GoodSleepSeattle.com. This new site is designed to address the obstructive sleep apnea marketing in Seattle. I love the choice. Nothing builds trust on the web like video of the doctor talking. It is as close to being in person as possible. This site was designed to have Dr. Buck walk you through the broad concepts related to the treatment and encourage people with these issues to contact him. Every page has video and supporting content that let’s viewers get more information. What a great way to brand Dr. Buck as an expert in this field! It is like an extended consultation... personal, informative and interesting.
I believe this format causes people to respond more confidently in choosing a doctor. The reason Dr. Buck chose this format is because of the clear response to the video he has on his existing TMJ site. He told me, over and again, new patients would reference the video he put on his web site (TMJSeattle.com). And, that video was meant for professional only! He said more people came in knowing he was an expert because he had portrayed that online.
This is not the first time I have heard such a thing. In fact, I hear it all the time. Video is simply the most compelling way to communicate. In the hands of a great video team, you can come off looking professional, speak concisely and communicate to the point in a way that works perfectly for the web. Dog Star Media has specialized in this from the early days of Flash Video and we are still leading the way on this as our clients are beginning to add more and more video like this to their web sites.
So, how are we launching this site? We are taking it out with a radio billboard campaign. This is a specially designed campaign designed to drive web traffic using a substantial volume of short radio buys to establish name recognition. This is a successful strategy used all over the country, including one of my clients who has been using it on local Sports radio station.
If you are interested in adding compelling video to your web site, redesigning your site so that it speaks to the audience clearly with video like this one does or are interested in our radio billboard campaign program, please email me at donald@dogstarmedia.com.
I believe this format causes people to respond more confidently in choosing a doctor. The reason Dr. Buck chose this format is because of the clear response to the video he has on his existing TMJ site. He told me, over and again, new patients would reference the video he put on his web site (TMJSeattle.com). And, that video was meant for professional only! He said more people came in knowing he was an expert because he had portrayed that online.
This is not the first time I have heard such a thing. In fact, I hear it all the time. Video is simply the most compelling way to communicate. In the hands of a great video team, you can come off looking professional, speak concisely and communicate to the point in a way that works perfectly for the web. Dog Star Media has specialized in this from the early days of Flash Video and we are still leading the way on this as our clients are beginning to add more and more video like this to their web sites.
So, how are we launching this site? We are taking it out with a radio billboard campaign. This is a specially designed campaign designed to drive web traffic using a substantial volume of short radio buys to establish name recognition. This is a successful strategy used all over the country, including one of my clients who has been using it on local Sports radio station.
If you are interested in adding compelling video to your web site, redesigning your site so that it speaks to the audience clearly with video like this one does or are interested in our radio billboard campaign program, please email me at donald@dogstarmedia.com.
Tuesday, October 26, 2010
What advertising is telling us
Advertising is a great indicator of what is ahead. You just have to listen carefully to what is being said and how it is being said.
There is a significant shift in tone over the past few months in many of the broadcast ads I am seeing and hearing. For a long time now, ads have focused on promoting value. This is because in an economy with restricted cash flow, nearly everybody is focused on getting the best value for their dollar. This mirrors what we have been experiencing for the past few years. Value, low prices, package offers... those have been the hallmarks of much of the advertising I have observed over the past few years. In general, it focuses on a dollar figure and positions that dollar figure as a great value, even if it has to compare it directly to a competitor. This sort of advertising in a restricted economy promotes a knife-fight for every available dollar... or so it feels.
However, lately, I have noticed an important shift in the focus of advertising lately. I am beginning to hear more and more ads focusing on quality, rather than price. I even heard one ad for a major car company that was exclusively about loving the product. So what does this mean?
It means that the more aggressive competitors are seizing improving conditions and striking out with a move designed to grab more market share. While the more conservative elements stick to the low-price, focus on the dollar sort of ads that were necessitated by The Recession, the more aggressive and more plugged-in players are changing the conversation back to something they can use for an advantage.
We are seeing this with our clients as well. Over the past several weeks, we have had several orders for new web sites, particularly ones with video. In fact, we have had more video discussions with dentists and surgeons over the last month than we have had any time in the last 18 months. Why is that? Just like the more aggressive players are returning to advertising and positions more focused on quality, our more aggressive clients are, too. And, video is the best way to separate yourself from competitors online.
So, what is advertising telling us? It is giving us a hint that its ok to begin returning to a more impactful presentation on the web and trying to separate yourself from competitors, not by price/value, but by quality/value. And, for you, there is more money in that.
If you are interested in making a dramatic move back to an aggressive presentation online, please email me about adding video to your web site or redesigning your site entirely. Please contact me at donald@dogstarmedia.com for help.
There is a significant shift in tone over the past few months in many of the broadcast ads I am seeing and hearing. For a long time now, ads have focused on promoting value. This is because in an economy with restricted cash flow, nearly everybody is focused on getting the best value for their dollar. This mirrors what we have been experiencing for the past few years. Value, low prices, package offers... those have been the hallmarks of much of the advertising I have observed over the past few years. In general, it focuses on a dollar figure and positions that dollar figure as a great value, even if it has to compare it directly to a competitor. This sort of advertising in a restricted economy promotes a knife-fight for every available dollar... or so it feels.
However, lately, I have noticed an important shift in the focus of advertising lately. I am beginning to hear more and more ads focusing on quality, rather than price. I even heard one ad for a major car company that was exclusively about loving the product. So what does this mean?
It means that the more aggressive competitors are seizing improving conditions and striking out with a move designed to grab more market share. While the more conservative elements stick to the low-price, focus on the dollar sort of ads that were necessitated by The Recession, the more aggressive and more plugged-in players are changing the conversation back to something they can use for an advantage.
We are seeing this with our clients as well. Over the past several weeks, we have had several orders for new web sites, particularly ones with video. In fact, we have had more video discussions with dentists and surgeons over the last month than we have had any time in the last 18 months. Why is that? Just like the more aggressive players are returning to advertising and positions more focused on quality, our more aggressive clients are, too. And, video is the best way to separate yourself from competitors online.
So, what is advertising telling us? It is giving us a hint that its ok to begin returning to a more impactful presentation on the web and trying to separate yourself from competitors, not by price/value, but by quality/value. And, for you, there is more money in that.
If you are interested in making a dramatic move back to an aggressive presentation online, please email me about adding video to your web site or redesigning your site entirely. Please contact me at donald@dogstarmedia.com for help.
Tuesday, October 19, 2010
It’s in the details
I have had numerous meetings lately with prospective clients that have wanted to change their marketing strategies. Some want to retool their web site to make it more competitive. Some want to put together campaigns that work and some still are looking for the magic bullet. I listen to their concerns and, of course, we talk about addressing their main issues but it seems that they all have one thing in common: They have no real idea how their current marketing purchases are performing because they are not tracking them properly.
This is the simplest, most inexpensive element of a marketing program and I am shocked at how many people do not track their results. And, I mean with tracking technologies, not by rigorous screening at the front desk or on some pre-consultation paperwork. Those methods invite human error when that is not necessary. A good question to ask a person is “Where do you remember seeing us?” That will give you a good idea of what elements of your marketing campaigns are most memorable which is good information. However, if you want REAL results, you have to use technologies.
I am talking about the kind of analytics you get with Google or a paid search campaign with a major company like ReachLocal. I am also talking about the easiest and least expensive method of measuring production... tracking telephone numbers. Tracking phone numbers are unique numbers tied to tracking technology that allow you to measure all the details of a phone calls coming from a specific media placement. You get call volume, length of call, answered/not answered/ Caller ID and you can record the calls. Spending 15-20 minutes every few weeks reviewing these statistics is the key to understanding what is really going on in your campaigns... all the way to how the phone is being answered.
Everybody talks about ROI and rightly so. If you are doing it right, ROI is easy to figure: compare this year to last year. The sum total of what you did versus what you did the year before is the return you made on your overall effort in time and expense. That is how to measure ROI because it is all connected. The key to measuring performance and response is tracking technologies that tell you how each line item is performing. A well-managed plan has metrics available for all parts of the plan, benchmarks established for performance on each part of the plan and a marketing supervisor to analyze the results and react as needed. And, once this is in place, it is only a matter of moving the benchmarks up to move the needle into the black.
But none of this works without tracking technologies like tracking numbers. Our tracking numbers are $480/year. That’s $40/month! This is by far the least expensive and most important marketing tool we offer. I strongly suggest using this tool on all elements of your marketing plan. Reports are delivered to your email once per month but you can log onto a web site to see real time statistics any time. If you want to start marketing with the clarity of precise measurement, please let me know at donald@dogstarmedia.com. You can have your tracking number in a matter of days.
This is the simplest, most inexpensive element of a marketing program and I am shocked at how many people do not track their results. And, I mean with tracking technologies, not by rigorous screening at the front desk or on some pre-consultation paperwork. Those methods invite human error when that is not necessary. A good question to ask a person is “Where do you remember seeing us?” That will give you a good idea of what elements of your marketing campaigns are most memorable which is good information. However, if you want REAL results, you have to use technologies.
I am talking about the kind of analytics you get with Google or a paid search campaign with a major company like ReachLocal. I am also talking about the easiest and least expensive method of measuring production... tracking telephone numbers. Tracking phone numbers are unique numbers tied to tracking technology that allow you to measure all the details of a phone calls coming from a specific media placement. You get call volume, length of call, answered/not answered/ Caller ID and you can record the calls. Spending 15-20 minutes every few weeks reviewing these statistics is the key to understanding what is really going on in your campaigns... all the way to how the phone is being answered.
Everybody talks about ROI and rightly so. If you are doing it right, ROI is easy to figure: compare this year to last year. The sum total of what you did versus what you did the year before is the return you made on your overall effort in time and expense. That is how to measure ROI because it is all connected. The key to measuring performance and response is tracking technologies that tell you how each line item is performing. A well-managed plan has metrics available for all parts of the plan, benchmarks established for performance on each part of the plan and a marketing supervisor to analyze the results and react as needed. And, once this is in place, it is only a matter of moving the benchmarks up to move the needle into the black.
But none of this works without tracking technologies like tracking numbers. Our tracking numbers are $480/year. That’s $40/month! This is by far the least expensive and most important marketing tool we offer. I strongly suggest using this tool on all elements of your marketing plan. Reports are delivered to your email once per month but you can log onto a web site to see real time statistics any time. If you want to start marketing with the clarity of precise measurement, please let me know at donald@dogstarmedia.com. You can have your tracking number in a matter of days.
Tuesday, October 12, 2010
The Importance of Being Decisive
I had a fantastic client meeting with a long-time client last week. I’m not going to name any names or many details because I do not want to give away any competitive advantages this client will soon have in his marketplace, but I will say...“Wow! That was refreshing!”
A little background first. Generally, in cosmetic surgery and cosmetic dentistry, I have seen two major trends in the last five years: Wasteful extreme spending with little research prior to the Recession and an extreme 180-degree turn-and-run for traceable, web-based solutions during the Recession while every penny counted. However, in most cases, those decisions were made based on cashflow. In other words, both were emotional decisions based on how the business owner and market felt. Don’t get me wrong. That is legitimate factor in making marketing decisions. However, it is not the way solid business people make marketing decisions.
When a client or prospect comes to me with an idea, I offer evaluation based on proven marketing principles. Often times, this throws cold water on unfounded or bad ideas and I know I can be perceived as too conservative. And, I hear every possible flyer... for instance, buying mass media but not buying enough of it to make a difference, buying into a program that promotes another’s brand instead of the client’s brand and buying media or marketing strategies because friends or family are selling them... these are all common scenarios in which I try to take tactful, factual positions to discourage unless there is real merit. And, when I suggest courses of action, I offer strategies with proven benchmarks and track records for success. Of course, your mileage may vary even on the most proven strategies but with proven strategies, there are metrics and benchmarks to guide your evaluation. I bet 99% of those reading this blog see themselves in at least one of these scenarios at one point or another.... looking for the magic bullet that will finally work like a charm.
In general, this is the read-and-react world of small business marketing. I hear it every day, “I’m a doctor (or dentist), not a business man. I’m not trained for this.” Some listen to sensible, measurable strategies. Others do not for whatever reason. Most will not hire a consultant for a real analysis of the situation. And, fewer will do their own analysis. In a nutshell, what we see is most small businesses making less-than-well-thought-out decisions related to the direction of their business and, thus, the marketing of their businesses. I am shocked at how many practices build without doing a demographic and feasability study prior to opening doors or building a building. I am equally shocked at clients who invest hundreds of thousands of dollars in post-graduate education without determining a need for services related to their investment within their community. These are business decisions that ultimately affect marketing decisions. And, in the corporate world, all this thinking and analysis is called a Business Case and it is a good way to proceed.
So, what was so refreshing about the client meeting I had last week? This person came in and proceeded to tell me about the analysis he had done of his business over the past few years. Everything was measured and he took his practice trends into consideration, took market trends into consideration and the metrics of his own marketing into consideration and told me it had let to rock-solid business decisions about the future of his practice. The business analysis was professional, well-thought out and sensible. It was exactly the kind of analysis and decision-making I would have performed as a consultant. Citing his direction and telling me he was ready to commit to a plan that took him that way, he asked for my best advice on making his new strategy work. With such clear targets, it was easy to recommend a web-based strategy with a properly funded mass media traffic driver. What was refreshing? A client coming in with his own olid analysis, clear direction based on the analysis and sturdy on-going commitment at the proper level to make it successful. It all started with the client being decisive, a quality which came from his confidence in the analysis.
Yes, this is possible with small businesses. This client did it himself. In case you are reading this and wondering how you can do this, too, all you need is a real business analysis. You can ask us at Dog Star Media to read-and-react like most of our clients or you can ask us to start with a real analysis of your situation. It may be expensive to do right, but it will eliminate all the guess work on choosing good ideas. If you want help making solid marketing decisions for the short- and long-term, please contact me today at donald@dogstarmedia.com.
A little background first. Generally, in cosmetic surgery and cosmetic dentistry, I have seen two major trends in the last five years: Wasteful extreme spending with little research prior to the Recession and an extreme 180-degree turn-and-run for traceable, web-based solutions during the Recession while every penny counted. However, in most cases, those decisions were made based on cashflow. In other words, both were emotional decisions based on how the business owner and market felt. Don’t get me wrong. That is legitimate factor in making marketing decisions. However, it is not the way solid business people make marketing decisions.
When a client or prospect comes to me with an idea, I offer evaluation based on proven marketing principles. Often times, this throws cold water on unfounded or bad ideas and I know I can be perceived as too conservative. And, I hear every possible flyer... for instance, buying mass media but not buying enough of it to make a difference, buying into a program that promotes another’s brand instead of the client’s brand and buying media or marketing strategies because friends or family are selling them... these are all common scenarios in which I try to take tactful, factual positions to discourage unless there is real merit. And, when I suggest courses of action, I offer strategies with proven benchmarks and track records for success. Of course, your mileage may vary even on the most proven strategies but with proven strategies, there are metrics and benchmarks to guide your evaluation. I bet 99% of those reading this blog see themselves in at least one of these scenarios at one point or another.... looking for the magic bullet that will finally work like a charm.
In general, this is the read-and-react world of small business marketing. I hear it every day, “I’m a doctor (or dentist), not a business man. I’m not trained for this.” Some listen to sensible, measurable strategies. Others do not for whatever reason. Most will not hire a consultant for a real analysis of the situation. And, fewer will do their own analysis. In a nutshell, what we see is most small businesses making less-than-well-thought-out decisions related to the direction of their business and, thus, the marketing of their businesses. I am shocked at how many practices build without doing a demographic and feasability study prior to opening doors or building a building. I am equally shocked at clients who invest hundreds of thousands of dollars in post-graduate education without determining a need for services related to their investment within their community. These are business decisions that ultimately affect marketing decisions. And, in the corporate world, all this thinking and analysis is called a Business Case and it is a good way to proceed.
So, what was so refreshing about the client meeting I had last week? This person came in and proceeded to tell me about the analysis he had done of his business over the past few years. Everything was measured and he took his practice trends into consideration, took market trends into consideration and the metrics of his own marketing into consideration and told me it had let to rock-solid business decisions about the future of his practice. The business analysis was professional, well-thought out and sensible. It was exactly the kind of analysis and decision-making I would have performed as a consultant. Citing his direction and telling me he was ready to commit to a plan that took him that way, he asked for my best advice on making his new strategy work. With such clear targets, it was easy to recommend a web-based strategy with a properly funded mass media traffic driver. What was refreshing? A client coming in with his own olid analysis, clear direction based on the analysis and sturdy on-going commitment at the proper level to make it successful. It all started with the client being decisive, a quality which came from his confidence in the analysis.
Yes, this is possible with small businesses. This client did it himself. In case you are reading this and wondering how you can do this, too, all you need is a real business analysis. You can ask us at Dog Star Media to read-and-react like most of our clients or you can ask us to start with a real analysis of your situation. It may be expensive to do right, but it will eliminate all the guess work on choosing good ideas. If you want help making solid marketing decisions for the short- and long-term, please contact me today at donald@dogstarmedia.com.
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