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How Answering 2 Questions Can Tell You if You Are Doing a Bad Job Spending Your Digital Marketing Budget

Answer these 2 questions –

  1. How many dollars have you spent this month on digital marketing (email, pay per click, SEO, social media, etc)?Breaking_Bad_logo
  2. How many leads/dollars of revenue do you know have come from these efforts?

Knowing the answer is $0 of revenue and/or 0 leads DOES NOT MEAN YOU ARE DOING A BAD JOB. The important thing is that you KNOW.  Now you can change tactics to something that is more effective.

If you aren’t tracking this type of information in Google Analytics and/or your CRM, how can you wisely spend your digital marketing budget? Are you going on a gut reaction like some kind of TV cop character? “Spencer, I just have a feeling in my gut we’ll find the killer at the warehouse…” In digital marketing, gut feelings are out; testing is in.  Don’t worry if I just ‘called’ you a bad marketer – just because you need to work on this stuff does not make you a chronic bad marketer, you can fix this acute problem fairly quickly.

Here’s a few resources on the how to track digital marketing campaigns, why you want to, and whether you can afford digital marketing at all.

Guys, I know that it takes time and expertise to set up this kind of lead gen tracking and that it can feel untenable, but just remember how much easier KNOWING will make it when it comes to retaining and increasing your marketing budget going forward.  If you need help setting this stuff up once and for all, read about our ongoing website analysis and give us a call.

How to Track Website Conversions in Google Analytics Using DemandForce Embed Form

If you are a web developer and/or a lead generation person and you run across DemandForce, this may be helpful as of today’s date (10/8/2015).  In previous versions of the DemandForce, they provided an embed widget that offered the ability for their embedded form to return to another page on your website after someone submitted a form.  This made it easy to set up Google Analytics goal conversion tracking – a MUST HAVE for anyone that wants to see how and why they are bringing in leads.  Their new version of their embed widget no longer offers the ability to have a page return to a different page on your website – this functionality was apparently removed in lieu of…nothing. Their documentation has not been updated to reflect this nor do they have any other way of easily tracking conversions within Google Analytics. Perhaps then, their software reports on this information – nope, it doesn’t. So basically they had useful functionality but removed it. If you are like me, trying to find out why their documented return page variable, d3cp_appt_returnpage is not working, then this is for you.

The chat I had with the initial rep was unfortunately worthless as the poor guy didn’t have any technical expertise. I was passed off to their product team who wasn’t in the office yet and was to give me a call. Once they did give me a call, something great happened.  They told me that the functionality I was looking for was no longer supported but that they could ‘revert’ my embed code functionality back to the way it used to be.  Props to their original support person giving me a call back later the same day and getting this done.  Once they had reverted things back to the way it was previously, suddenly the thank you page I had created using the d3cp_appt_returnpage worked!  I was ecstatic.  The only issue is that the older embed form lacked some of the prettiness of the new embed form so I had to do some custom CSS changes which I gladly did.

So if you come across DemandForce, skip the hassle of trying to go through all of their documentation and testing to see why this isn’t working.  Give them a call and ask them to revert your embed code back to the one they used to use so you can properly track lead generation within Google Analytics.  Good luck!

 

 

 

Marketers, It is Time to Stop Going Out to Eat When the Cupboard’s Full

You have a ton of food at your house and if you don’t eat it, it will go to waste.  The food isn’t prepared and it looks like a lot of work and you think, screw it – I am going out to eat.  The place you pick to eat is packed but smells delicious.  You’re not quite sure if it will be better than the food that is definitely going to waste at home, it is going to cost a decent chunk of change, and the wait to be seated and get that first taste of bread is going to suck – but it will be worth it, right?  It’s just…easier.  What the heck am I talking about?

Stop thinking about food, open your browser and go to your website.  Your website is the food you already have at home – its traffic wasting away while you worry about getting MORE traffic using SEO, email marketing, PPC, social media, etc.  More isn’t necessarily better and the traffic you have, even if it is substantial, isn’t necessarily useful.  You need to KNOW things first.  Let’s say that you are a regional based service company.  You know that 99% of your clientele comes from a certain city or area.  Is it purposeful to get a ton of traffic to your website if they fall outside of that area?  Unlikely.  These things need to be constantly considered and the easiest way to do this is to analyze your website’s existing traffic.

Why go out to dinner before you have even looked in your cupboard?  You may be making poor decisions on budget spending based on assumptions that are completely unfounded.  For example, you decide to go after a keyword phrase tin pay per click that you believe will result in many more sales but in fact, you haven’t even set up Conversion goals in Google Analytics to find out how you are selling stuff already.  If you had, you would have known that you are actually receiving revenue from a completely different part of your website – a part that has nothing to do with the
keyword phrase you are going out and doubling down on.

So if today feels like a great day to go out to eat, do it literally – not figuratively with your digital marketing budget and efforts.  Make sure you are always looking at the traffic you do have and the information you have available to you.  Once you have these details you can make decisions that truly allow you to make great choices when it comes to spending that digital marketing budget.  Do you need help with the initial setup and ongoing analysis?  We do that.

WARNING: RANT COMING – This is one of those articles that simply will never be useful from a SEO perspective which means few people will likely ever see it.  Google pretty much considers it worthless by default – no keyword phrase about digital marketing in the title, no strong call to the same keyword phrase in the first paragraph, no alt tag’d image that specifically uses the same keyword phrase, no meta description nonsenseutilizing the same keyword phrase, and a somewhat creative approach to writing (I know, limited creativity but hey, I’m no writer by trade) – honestly, this is a disaster of SEO proportions.

Isn’t it sad that is the state of things on the web?  You can purchase a copied and pasted 5 dollar blog that is infinitely more exciting to Google’s algorithm but original, creative content that doesn’t utilize all of those best BS SEO practices are utterly and completely useless unless you create truly exemplary, amazing, special content and get a thousand shares on social media and troves of links from reputable sites.  Of course, if it was truly creative and well shared, then either Google would just harvest the content itself and take away clicks from me or another website that simply steals original copy will take the information and scrape it with no negative effect and Google will blame the website for not getting high search engine results instead of the company stealing the copy.  

How You Can Make a New WordPress Website That Doesn’t Suck

horrible car websiteSo you decided to take the step of creating a new website for your business – replacing an existing one, or coming up with something entirely new. You decide on WordPress after seeing it used on a number of friend’s websites or you may have even used it before at a previous position. So how do you get started?

First off, this isn’t a trick – even though Sharp Guys’ is an Indianapolis web design company, we honestly want to give you some good advice on making a great looking website.  Helping you make your new WordPress website look fantastic helps anyone that uses WordPress for web design by showing off its potential.  Secondly, we are not selling or pushing any of the products or services we mention here – we simply use them and like them.

Skip the Mockups – Unless You Are Using a Napkin

In the old days ~ 5 years ago, you may have started a new website project by creating mockups for each individual page that go into detail about each and every function. Don’t waste your time. That’s something that is entirely unnecessary to do with a WordPress website because if you pick the right theme for the foundation of your new website, you can easily make design changes at a later time based on feedback from key leadership.

For example, let’s say that you decide initially that you would like a website that utilizes three columns in one row on the homepage that displays your services.  In the old days you would have to recode those columns entirely (in HTML) for both a mobile version of the website and a desktop version if you decided later on to change your mind and simply have one row that goes all the way across the screen. Using WordPress, you can simply make that modification in a number of steps that generally take less than a minute. That is, if you are using a nice solid foundation for your WordPress website.

The Foundation (Picking a Good WordPress Theme)

First off, don’t bother starting with a free theme – they are mostly worthless; often unsupported and always made with an effort by the developer to try to get you to buy their ‘premium’ version of the same theme.   Premium themes carry a small upfront cost (~$50) but typically have no ongoing charge. This allows for you to have an enormous amount of development already done in advance which has basically been crowdsourced by the tens of thousands of other people who have previously purchased the theme.

On Custom Theme Design (Sidebar)

We are adamantly opposed to small businesses buying an entirely custom designed theme unless they are a company with an incredible niche need when it comes to web design. There’s a number of reasons for this but the number one reason is the same reason you wouldn’t want to buy a custom CRM and would prefer to go with something like Salesforce. Custom websites are typically very expensive and lock you in forever with the developer who created the custom theme.  Few web design companies want to deal with an entirely custom coded website once launched that wasn’t properly coded in the first place.  WordPress makes 15+ updates per year to their system and can occasionally cause themes to break – there is nothing worse than purchasing a custom theme and having it broken by a new version of WordPress.  If that happens, you’ll be waiting around for your custom theme developer (if they are still in business) to create a fix and it will likely come with a pretty decent price tage.  That is why utilizing a popular premium theme that is well supported is so crucial – if something breaks due to a WordPress update, a popular premium theme creator has an incentive to fix it for their hundreds of thousands of clients.

A Good Premium Theme

Avada is likely the most well-known premium theme available in the WordPress market for a reason.  We use it for many of the websites that we do for our clients. And while many prospective clients initially worry that something that we create for them will not unique enough or be specific to their brand, based on some of the different looking work we have done, this is not the case.

In fact, Avada offers a tremendous number of options when it comes to layout, look and functionality.  However, those options come with a cost – a tremendous learning curve when starting a website completely from scratch.  There are simply so many options, it is incredibly difficult to learn where to start.  That is why it is incredibly valuable that Avada offers some jumping off points in the form of site demos.  With a click of a button you can get a layout for a law firm or a fashion boutique or an eCommerce store.  They are always adding more and one of the top values here is that these demos allow for you to get a feel for exactly how your site will look with new content.

Don’t Use Garbage Hosting

Let’s be honest, Avada is is bit bloated.  It has a million options and if you are running it on a crappy hosting solution, it will feel like it is stuck in molasses.  You need to have a good server and good hosting for Avada to truly be a powerful and good theme for your company. That means that using bottom barrel hosting that is $5 per month is not going to cut it. You may have to use premium hosting which may cost a bit more ($15-$30/month). We like it for a number of other reasons as well because what premium hosting offers is daily backups, ongoing support (which may even include 24/7 support depending on the hosting package you select), and it also allows for more security than you may receive on common hosts like GoDaddy, Hostgator, Bluehost, Network Solutions, or a similar company. We recommend either going with Flywheel or WP Engine.  Flywheel will even migrate your new website for free.  They only work with WordPress websites and we have found their support to be awesome – even after hours.  One caveat, handle email addresses so you will have to have them hosted with someone else – we recommend Microsoft Live or Google Apps.

In House Hosting (Don’t Do It!!!)

Why are you trying to run a hosting company when you sell flowers?  Yes, I know you have a ‘free’ server just going to waste and which could be used for your website’s hosting needs.  Don’t be ridiculous.  No matter how good your IT guy is, he is not as good as a premium host’s IT guy/gal at providing a great server for a WordPress website.  That’s because the good premium hosts ONLY work with WordPress websites.  They know how to optimize WordPress websites for speed, diminish database slowdowns, improve security, and remove plugins that will cause issues.  Plus, they cost a whole lot less than the hourly rate you pay your internal/external IT guy to fix problems if your website goes down in the middle of the night.  JUST DON’T DO IT!

Dummy Data for the Win

Now that you have a strong foundation for your website including a robust theme and great hosting; it really comes down to making sure that you use a starting off point in the form of a demo data.  If you don’t have any content (and even if your team has people on it that will create content), you are going to find that your website project will come to a standstill while you are waiting. That is why dummy data is so incredibly important because it allows for you to get a good feel for what the website will look like when you actually do have your content created.  Not only will dummy data include text but also images which will help you figure out you’re your own imagery will fit in (along with the sizes you need for those images).

Time to Make Some Cuts

Now that you have an idea of how it will look, remember that you have the flexibility of making changes based on the feedback of the key team members on your team.  However, before you go to your team with the demo website on your test server, it is time to really bear down and realize that you probably don’t need all of the flare that’s part of some of these demo imports. There’s going to be functionality and aesthetics that are just simply unnecessary for your own company in most cases. Maybe the demo you imported has a really fancy video background slider.  I can’t think of hardly any company that this would be appropriate for that we work with in the B2B community.  So make cuts and make them deep – don’t start with demo data that shows something really cool to your team only to later tell them there was no purpose behind it and you won’t be using it.  Your new website should be celebrated throughout your company; not regretted for what it doesn’t include.

Sidebar Note:

Start by paring down which specific slider you would like to use (or decide to use no slider at all since 99%+ of them are never actually clicked on).

Oh No!  You Forgot Why You Were Creating This Website in the First Place – $

You should have went into this initial project knowing exactly what business goal you wanted to reach by creating a new website. Oops, we should have mentioned that earlier – better late than never! Having a specific goal in mind when going into any kind of website project will allow for you to hold everything around that goal. When it comes to a website typically there are three main goals depending on the type of business you have.

  • You would like to get direct revenue from your website in the form of some kind of e-commerce component.
  • You would like to get revenue from your website in the form of lead generation that turns into revenue.
  • You would like to drive traffic to your website in order to generate revenue from ad impressions

At some companies you’ll find these goals overlap but it’s important to realize that depending on which of the goals you have for your businesses’ website, you should utilize different features and functionality.  For example, maybe you are a company that is trying to actively get people to your website so you can explain your service. Most likely the goal of your website then is to generate leads. That means you’ll need to have contact forms within the website in a number of different places making it very easy for people to get in touch with you via the web. You also want to make sure that your give people the opportunity to easily call you – having a linkable number at the very top of your website is a good way to do this.  Finally, remember that your business on the web is open 24 hours a day. When people land on your website, you want to make sure that you give them absolutely every opportunity to engage with your company in some fashion. Provide a newsletter signup, case studies to download, webinar to sign up for, a survey form to fill out, a live chat box, etc.  Remember that 74% of B2B purchases say that half (or more) of their buying process is already done before they reach out to you. That means you need to make sure that your website provides enough information so your prospect will be ready to contact you – if you don’t provide this information, your competitor will.

Design Time

So now that you have taken all of these things into account, you are finally at the design stage where you want to make changes to the website so that it is branded and flows together. So who on your team has the expertise to make sure that everything flows nicely and comes together using your own content and using your own imagery? Hopefully that’s you because you read a lot of information here and if you’re able to pull all of that together and come up with a website that looks outstanding, that’s great. But remember that there is something much more important than making a pretty website – making a website that helps your business grow its revenue by meeting your website project goal.

Other Stuff We Didn’t Write About Here – And Why

  • Website integration with SalesForce, MailChimp, QuickBooks, Authorize.net, etc. So many to list – too many to discuss!
  • Which plugins to use – too many to list and depends heavily on your needs. Be careful to pick the right ones (make sure they are updated frequently or you put your website at risk of security breaches). 
  • Which functionality will be difficult to implement – there is a bunch of types of functionality which will be difficult to implement. Only experience will help here.
  • How to optimize your WordPress website for search engine optimization (SEO) – there are a million good guides on doing this.  Here is one.  
  • How to integrate Google Analytics and Google Webmaster Tools with your finished website and why it is so important when creating a revenue generating website. We already wrote about this a few times.
  • Reasons not to use WordPress – There are good reasons not to use WordPress. However, they don’t apply to most businesses (needing multiple languages of your website content is the most common reason not to).      
  • How to migrate your new website and all of the best practices you should use to make sure you don’t have a SEO meltdown. There are a variety of steps that should be taken and this deserves its own content piece. 
  • How to code in CSS (which you will almost definitely need to do for a new website) – We aren’t good coding instructors.
  • Various other things – Various reasons.

If you are curious about any of these topics and need advice, reach out to us.  We can point you in the right direction, even if that direction is a free resource.  We also design websites and do ongoing data analysis to make sure you are maximizing the revenue you get from your website.  Please let us know if we can help.

Proving the ROI of an IndyCar is Hard

In today’s IBJ, there is an article about the ‘cash woes’ IndyCar teams are facing. It isn’t surprising because motor racing in general is down – attendance is lower, corporate sponsors are leaving, and money is drying up. The thing that caught my eye was a quote by Michael Andretti, a very well known former IndyCar driver and current owner. He said, “Corporate budgets are much tighter now and there’s much more competition in Indycar-HD-Wallpapersports marketing.  Every company wants specifics on a return on investment. They want data and analytics to back up their spending. It creates a lot of pressure.

While sponsoring an IndyCar may make showing an ROI particularly difficult, it is always surprising that companies aren’t even doing it when it comes to their traditional marketing efforts. TV, email, print, radio, pay per click ads, SEO – can all be connected to analytic tools that will allow you to showcase an ROI. In fact, setting up this conversion tracking is one of the things we have been doing an awful lot of for midsize companies hoping to get the most from their marketing dollars.  These efforts should be tracked and analyzed on an ongoing basis so changes can be made before sinking tons of money into something not producing revenue.  This where Sharp Guys’ can help – that is unless you want to sponsor an IndyCar and see a revenue-based ROI.

A Warning to Marketers Everywhere – Don’t Make This Mistake

There is a game I can never win in public places where business is done – I call it, ‘Trying Not to Overhear Conversations After Forgetting to Bring My Headphones’ (or TNTOCAFTBMH for ‘short’).  You may have just figured out that people don’t pay me very often for my naming/branding skills.

Anyway, when I reluctantly overhear conversation, I occasionally hear something brilliant but often I’ll overhear a conversation like this – a conversation that kills me.

Worker Person (WP): We had 20 more Twitter followers this month!
Boss Person (BP): Oh, cool. How many did we have before?Screenshot2013-03-29at32400AM_zps6162425a
WP: 700.
BP: Oh okay.
WP: This is the first month we have had new subscribers in a long time. I’m really happy with it.
BP: Are they real people?
WP: [hadn’t considered this] Oh, I don’t know. My feeling is that if the numbers go up, then it doesn’t really matter!  More is better.

AND…SCENE!

With my obnoxiously analytical, ROI-focused mind whirring with questions, I left the conversation behind and began thinking of how I may have chosen to present this information if I was still an internal marketer in a similar position. Here is how I may have presented the news:

Me: We had 20 more social media followers this month.
Boss Person(BP): Oh, cool. How many did we have before?
Me: 700. So it is only an uptick of 2.5% overall but it is an 80% increase over last month. Most importantly, we included tracking links for all of the things our followers clicked on over the last month. We were able to see that 3 visitors clicked on a Tweet that eventually turned into a lead. And since we’ve previously agreed that a lead is worth $500 for the company, that means Twitter was directly responsible for a portion of $1500 in leads.  It’s not much, but we have never been able to attribute monetary value to our social media campaigns and I plan on continuing to grow that value over the coming months.
BP: Wow, I didn’t know that we could attribute social media for revenue. How did you do it?
Me: I set up conversion tracking in Google Analytics – we can actually see if social media brought us a lead directly even if it was just a portion of the overall lead.  Since many times people come to a website from multiple sources, this multi-attribution reporting is also able to give us an idea of how many times we have to ‘touch’ people before they convert and also calls out the actual worth of the social media program.
BP: [jokingly] But if you are able to tie worth to the social media program, I may not be able to fire my social media person as soon as we hit on hard times.
Me: I know, and as the social media manager, I think you may have figured out my secret plan.

AND…SCENE!

Marketers – I urge you – Tie yourself to revenue. It can be done – it must be done! Otherwise you are calling out things that really don’t matter to a person who may really like you, but he/she reports revenue numbers when they speak to their boss or their board, not social media followers.  When 500 followers can be purchased for $5, why do you care if you added 10 or 5000 if none of them are helping you build revenue?

THE PRIMARY REASON YOU DON’T WANT TO TIE YOURSELF TO REVENUE:

You are scared.  There, I said it.  And why should you have to?  After all, you aren’t in control of the sales process.  Why should you be held responsible for what the sales team can or can’t do with your awesome leads?

The easy answer is that if you can tie your position to the revenue the company generates, you easily showcase your value and doing that makes EVERYTHING easier.  It also makes it less likely you’ll be the first one let go when the company is having issues because ‘marketing doesn’t really do that much anyway’.

The trick is to figure out how much a lead is worth to your company.  That means you won’t be necessarily tied directly to real world revenue but you will be tied to the value of a lead based on historical data.  This is a much better thing to be tied to than some arbitrary KPI around website traffic, social media followers and their ilk.  Why?  Because none of those have dollar signs or will be discussed by upper management or in board meetings (or if they are, they will be discussed with very little knowledge).

Figuring out the worth of a lead to your company is easy.  To do it, find out how much revenue has been brought in by each source over the last year.  Divide that by the number of leads it took to generate this number.  This is how much each lead is worth for each source.  Of course, now you’ll have to get buy-in from management.  They need to 100% agree this number was not arbitrarily created, it is based on hard data.  Remember that they create quotas and budgets based on historical data – all you want to do is the same thing.  You want to use historical data to plan your marketing campaigns and this allows you to do it.  Once you have done this, you’ll know how much each lead is worth to you organization and so will your boss.  You’ll be having another conversation with your boss in no time.

Worker Person (WP): I would like a 12% raise.
Boss Person (BP): While we think you are doing a great job, raises just aren’t in the budget.
WP: I understand it wasn’t in the original budget but neither was the $88,000 of revenue I directly helped bring in over the last 6 months.
BP: $88,000?  Where did you get that number?
WP: We agreed that each lead was worth $500 and my efforts have brought in 176 leads above and beyond what we had the previous year at this same time. [Show data] BP: Wow.  I knew we were having a good last few months but I thought a lot of it was due to the sales team extra efforts.
WP: Since our lead worth metric was built on last year’s historical marketing and sales data, it assumes the same level of effort and quality as the sales team had the previous year.   Whether their extra effort is what made the difference is undetermined.  However, next year we will be able to build their extra work into the lead worth model.  This year, as we agreed, a lead’s worth is $500 and my work ethic has also been tremendous [this is where you give them a winning smile and wait].

At this point, you’ll find out a lot about the type of company and boss you are employed by.  Good luck my marketing friend.  You put your best foot forward and showcased your worth effectively, and I would love to have someone like you working with me.

 

Can Your Company Afford Digital Marketing (Lead Generation)

This isn’t one of those posts where I tell you, “YOU CAN’T AFFORD NOT TO DO DIGITAL MARKETING!’  Those suck.  Instead, here are four questions you should ask (yourself and others) when trying to decide whether it is worth moving forward with digital marketing.  In this context, digital marketing could include any digital channel including search, pay per click, email marketing, etc.

The 4 Questions

Do I have a strong foundation?

If your website isn’t responsive or mobile friendly, don’t worry about digital marketing.  Get a new website.  Without a responsive website, spending money on any of these digital channels is like throwing money in a wishing well (without the warm fuzzy feeling you get from the nostalgia of throwing money into a wishing well).  For instance, working on search engine optimization without having a mobile friendly website doesn’t make sense as Google will penalize your related search results harshly.  You, or your digital marketing vendor, may find that instead of being found easily for a relevant search term, you show up 50th or not at all (even after months of work).  Take the time, make the budget available and get a new responsive or mobile friendly website.

If you have the foundation, let’s think about the return you’ll need to get on the digital marketing services to make doing them worth your while.  To calculate that, you’ll need to know some things.

How much is an average lead worth to my company?  To figure this out, I recommend tallying up the number of leads you have received over the last 6 months, then looking at what percentage of time the lead turns into a sale.  Based on the average sales price, you will have an answer.  For example, perhaps you have 10 leads in March.  5 became sales.  The average sale was $1500 for a total of $7500.  That means the average lead was worth ($7,500 in sales/10 leads) $750.

If your company has recurring revenue come in from a single lead, you should count that overall number instead of the one-off purchase price.  To do this, look at how long a client typically stays with you and how much their overall lifetime spend will be with your company.  For example, maybe you are a software company that charges a licensing fee of $800/yr and the average client stays with you for 4 years, the average lifetime spend is therefore $3200.  This is the number you should use when trying to understand the average ‘worth’ of a lead.

How many leads would you need to break even on a 6 month digital marketing engagement?

If your average lead is worth $750 and the digital marketing commitment is for 6 months at $1200 per month (a $7,200 commitment), then you need at least 10 (10 leads x $750/average lead worth) web-based leads over a 6 month period to break even.  Remember that this will vary if you end up closing more or less of the leads than you typically have in the past.  Also remember that breaking even should never be the goal of any marketing endeavor since other costs, like ‘keeping the lights on’ are not factored in.  

How many leads do you need to make it better than your other lead generation options?

If you already have another marketing option that will provide a return on investment of $3 for every $1 spent, then you would need at least 31 leads during that same 6 month period for it to make sense to choose this new digital marketing option over the known option (this again, is based on the example numbers from the previous paragraph).  PLEASE NOTE:  If the other lead options aren’t always available or won’t continue providing worth after the campaign is over, they may not be as good as some digital marketing options!    For example, if the other lead generation option that provides you a 3:1 return is a one time only event/show/conference, it is not comparable to search engine marketing.  Search engine optimization, when done well and with best practices, will continue providing you search traffic long past a one-off event would and is not limited to the people that came to a show or conference.

What is the Return on Investment (ROI) for a digital marketing plan and how long will it take to begin seeing this result?

The answers for these questions should come from the digital marketing agency or digital marketing vendor you are communicating with.  The answer may be unique for your specific company and industry.  For example, we typically try to provide a custom ROI goal based on a number of things including:

  • A client’s industry
    • How competitive is it?
  • Does the client have a history of doing the right/wrong search engine optimization practices?
  • Does the client have a good existing website?
  • Which digital marketing channel they want to focus on
  • Previous digital marketing history – successes/failure

You Are Ready

With all of these answers in hand, you should be able to determine whether or not a digital marketing plan makes sense for your company.  If you would like for us to come up with a digital marketing solution for your company, please fill out the form.  It is free and only requires 15 minutes of your time.

WordPress Success: The Good, The Bad, & The Required

Recently I created a presentation for the B2B Marketers of Indiana that revolved around WordPress.  While I did that presentation live, I did a screen captured version of one of my practice sessions a day before the event. That video is embedded below.  The presentation goes through the following and much more.

WordPress, now used by over 22% of all websites in the US including mom and pop shops and Fortune 500’s, will be the topic of the discussion. With a message specifically tailored to the WordPress novice/intermediate user, Cody Sharp will guide the attendees through the Good, the Bad, and the Required of WordPress.

During the video, I Discuss:

  • Why a company may want to choose WordPress.
  • How to pick a good WordPress theme.
  • The MUST HAVE plugins for WP.
  • The best hosting options for a WP website.
  • How to keep your WP website from being hacked.
  • How to set up your WP website to be optimized for search engines.
  • How to get more web-based leads from your website.
  • And more.