Author: Josh Peters

Print Media vs Digital Media

printed media and digital media“Print is Dead!”, shout some digital evangelist, but not so fast should we accept this statement. As we approach the thirty year anniversary of the world wide web (www), let’s recognize the continuous beating printed media has taken over the decades and survived.

Both printed and digital media are essential components of marketing campaigns used by small and large businesses. In this article, we will discuss how printed materials still have a place and can be effective in current marketing campaigns.

Digital and Social Media

Some of the most well-developed advertising campaigns regularly appear on digital platforms. Youtube, Social Media (Instagram, Facebook, etc.), and Search Engines have all become a marketplace for both brand building, and product or service advertising.

When compared to traditional (print) media, digital media consistently outperforms it in a world that is becoming more and more connected.

people using social media on digital devices

That said, both small and large businesses are wisely investing the bulk of their advertising and promotions budget into digital marketing campaigns.

While this is a wise move, according to Clash Graphics, the genius move is to utilize cheap printing and promotional materials in a way that compliments and directs traffic to a digital campaign.

Print Media – Direct Mail and Direct Response Marketing

Billboard and direct mail effectiveness continue to rise amidst the declaration that “Print is Dead.” There is still a portion of the population that responds well to something they can touch and act on without the use of a computer or phone screen.

man getting direct printed mail from mailbox

Direct mail campaigns offer the advertiser a way to target their potential customer much more effectively. For example, consider receiving a printed flyer stating ”Bill, your 1960 Chevelle may be the most valuable car in Atlanta! Find out by visiting www…” The more data you possess about your customers, the more personalized and effective a campaign can be.

With minimal investment, personalized print campaigns can complement digital campaigns and leverage incentives to drive online actions. These two media can and should work together to create an effective and seamless chain of actions taken by the customer.

In direct response campaigns, you are leading your consumer through a series of actions. “Watch this video & get a free gift.” At the end of the video appears “Click Here” and the consumer fills out their contact information to receive their gift.

Keep in mind that direct mail and direct response marketing aren’t always about getting people to spend money immediately. Sometimes, it’s getting them to take one action which leads to another action, eventually converting them into customers. Watch this video to learn about direct response marketing and a technique that you can implement right away to increase your sales:

Now that you know more about direct response and inciting action, you can see how valuable the space of media like signs and billboards are. Billboards are a great example of printed media designed to capture attention. Although to their fault, most billboards do not offer a specific call to action, thus can be an expensive print ads. Similar to online banner ads, billboards must be to the point and provide a clear and easy action that when taken will result in a substantial enough benefit to the action-taker.

Printed Media vs. Radio vs. Television vs. Digital Media

“Fight of the century!” In a way, that is precisely what it has been. In the late 19th and early 20th century, the onset of the radio, and eventually television threatened newspapers, magazines, and print-based marketing strategies.

printed media used for marketing campaigns

Soon, however, even TV would meet its match. The digital age came to be, and now in the 21st century, everyone has access to nearly every type of information (from their phones and mobile devices). But somehow, print media remains relevant, useful, and highly practical.

Intelligent marketing campaigns utilize all forms of media within their funnels to capture the interest of potential customers. And they recognize, there are segments of the market using each type of media, and your job is to meet them where they are, and seamlessly introduce them to the benefit of doing business with you.

How to Optimize Your Online Business and Web Marketing

business owner working onlineSuccessful online business owners understand that the landscape of the internet is continuously changing. They also have a clear understanding that it is virtually impossible to perfect every aspect of their online business.

In your quest for success, certain responsibilities and tasks must be understood and accomplished in order to maintain that success. Optimizing your business online is one of those tasks.

In this article, we will help you understand some of the numerous methods you can use to optimize your business. If you search web consulting Atlanta you can find a qualified professional to assist you in any of the below steps.

Online Content Strategy

To attract customers to your site, you will need to create and publish relevant quality content that your potential customers want and need. In doing this, you’ll see more relevant traffic, stronger leads, and a higher volume of sales.

Design and User Experience Optimization

Simply put, website optimization is the process of using controlled experimentation in order to improve a website’s ability to drive and meet business goals.

In order to improve website performance, website owners implement A/B testing strategies to experiment with variations on pages of their website.

By doing this, they can determine which changes will ultimately result in a greater number of conversions (e.g. increases in organic search results, reduced customer service time, more purchases, etc.).

Website Load Speed

Website performance optimization being the focal point of technologically superior website designs is the primary factor which dictates success for today’s online businesses.

Unimpressive website performance kills business. Waiting for slow web pages to load will frustrate visitors and send them off in search of alternatives.

Obtaining a lightning-fast page load speed will reduce bounce (when they simply leave), amplify your visitor’s engagement, retention, and will boost sales.

Instantaneous website responses lead to greatly increased conversion rates. Remember that speed sells and to continue doing whatever is necessary to increase the old speed of your web page.

Digital Marketing to Attract Visitors

Digital marketing has become a general term for the targeted, measurable, and interactive marketing of products and services through digital technologies.

The broad objective is reaching and converting your leads into customers with the intent of retaining them. The key objective however, is to promote your brand, build preference, actively engage with your customers and increase sales through varied digital marketing techniques.

Before you can start converting online traffic into customers or leads, you need qualified traffic to find your website.

In order to attract your identified customer base to your site, you must consider and strategize the most effective approach for your niche in the market. This often translates to a Google or search engine campaign.

There are times when different venues can produce better results. Email campaigns, highly targeted Facebook ads, or a Twitter campaign are options, and every business should go about this differently.

The key to success is that you and your web consultant discover the best strategy for your business and implement it in the most efficient and effective manner possible.

Conversion Rate Optimization

Conversion optimization or conversion rate optimization (CRO) in internet marketing is a system which increases the percentage of website visitors that convert into customers, or that execute a desired action on a webpage.

Successful Online Business

The success of your online business depends on your ability to provide an exquisite online experience with a relevant product for your targeted market.

In order to reduce bounce and increase conversions, you must optimize. To accomplish this, find a qualified and trusted professional to help you get this done.

As the internet continues to evolve, their insight and knowledge will serve to increase your chances at sustainable growth and success.

My first week at The Search Agency pt 5

The Royal TenenbaumsThe title is a bit of  a misnomer in this case because I’m not actually at the The Search Agency today. It’s Friday and that means I’m hoboworking in the Monrovia / Arcadia / Sierra Madre area. Hopping from one wireless hub to the next  and fueled by good coffee, great music, and relaxing in the “small town” environments of this area of CA.

I have to say, this definitely helps with the adjustment from being on my own to in an office. The fact that every Friday I can resume my old work habits of working where ever I want when I want that day is nice, and it’s another example of why I think The Search Agency has been so successful, they actually care about their employees time.

Every Friday you are able to work from home if you live outside of a certain mileage to help relieve some of the stress that commuting in this part of the country can cause (my 44 mile & 1.5 – 2 hour commute gets old real fast). The need for getting up early and rushing through a morning routine just to get stuck in traffic is gone and replaced with having a nice sit down breakfast at a local dinerfollowed by a couple hours of listening to Pandora and working from a local coffee shop. Or I can put on a movie I’ve seen a million times and write strategy documentation from my couch.

Now the question that should follow this is… what’s the value to the business? Why would they allow their employees to run wild one work day per week?

Employee Benefits

  1. Instead of taking a whole day off of work to make it to the doctor’s, dentist, oil change, etc. You can just wait till Friday, go to your local service location and then enjoy some coffee and spreadsheets after / while waiting.
  2. One less day of the “daily grind”, traffic, and meetings. One more day of “uninterrupted” productivity.
  3. More time with friends and family.
  4. The feeling that you have a “real job” and you can do it from anywhere just feel nice.
  5. The change of scenery is refreshing, it’s really nice to be able to look out the window and see something else.Sierra Madre

Employer Benefits

  1. Employees taking less time off for things like doctor, dentist, and car based appointments.
  2. Employees feel more refreshed and energized when they come back to work on Monday.
  3. Employees know their employer cares about them and their time.
  4. Employees see that their employer trusts them and treats them like adults. No need to constantly supervise their every action. This results in loyalty and reciprocal trust.
  5. Probably saves some amount in utilities with conference rooms, work stations, and appliances not being used (but I have no hard data on this).

For the most part the benefits of this work from home Friday setup has no real tangible benefits. It can’t be quantified on a spreadsheet, it can’t be placed on a quarterly financial review, and it can’t be used in any kind of ROI equation for investments in the work staff. It’s all about what it does for everyone mentally, it’s one of those “we know it’s good for the people so we’re going to do it” kind of things.

Does your employer do anything like this? I’d like to hear about it if they do.

Thanks for reading, and we’ll now resume normal blog posts.

Josh “Shua” Peters

 

P.S. Check out my post today on NMM about the Features And Benefits Of Social Media

ChromeDeck, it’s TweetDeck for Google Chrome

Check this out Google Chrome users, TweetDeck has created an app, named ChromeDeck, that runs it’s multi-column twitter client in a tab. How cool is that?

Typically I use two monitors to work. On my laptop’s screen I have my email, Chrome, a note pad, and Pandora open. On my second monitor I have TweetDeck and Evernote going. For me this is how I am the most efficient, but at least 2x a week I’m not in an office. I’m out hoboworking from whatever coffee shop or cafe will have me and I’m definitely not lugging another monitor around.

On those days I’m grateful for ChromeDeck. It doesn’t slow down Chrome much, and makes one less window I have to switch between and lessens the separation anxiety when I’m away from my second monitor and all of it’s glorious screen real estate.

How Does ChromeDeck Compare to TweetDeck?
Pretty well.

Between the two I still prefer the desktop Adobe Air app,  but the Chrome version can hold it’s own. Even though it’s in a slightly different layout we still get all the features we’ve come to expect and love. Multi-column and multi-account controls, searches, and viewing lists.  It even does automatic link shortening via bit.ly.

In short there’s no reason why you shouldn’t give it a try and let me know what you think about it.

Josh “Shua” Peters

Win a copy of The Now Revolution by Jay Baer and Amber Naslund

Free Now RevolutionAs promised I’m giving away a copy of the The NOW Revolution (7 Shifts to Make Your Business Faster, Smarter and More Social) by Jay Baer and Amber Naslund. It’s going to be quite simple to win, all you need to do is tweet a post from New Mix Marketing with the tag #NMMBlog. Each tweet gets an entry into the drawing which will be held one week from today (the 16th).

Thanks for reading and good luck,
Josh “Shua” Peters

NMM: The birth of the CCO… Chief Culture Officer

CCO Chief Culture OfficerWe’re seeing new titles of Social Media Manager, Director, etc. lately. I’ve even seen an opening or two for a VP of Social Media and one CSMO (Chief Social Media Officer). How far away is the CCO or CCCO? Is this the next evolution of business, is it the next big workplace revolution? One where a company measures it’s success not in just dollars and cents but in employee happiness and internal communication?

Weigh in on this topic on the New Mix Marketing blog and tell us if you think we’re about to see the birth of (and major acceptance of) the Chief Culture Officer?

Thanks for reading,
Josh “Shua” Peters

4 concepts to optimize and simplify your online presence

4 concepts to optimize and simplify your online presenceHow does your online presence and content make you feel? Happy, content and a little giddy or scared, confused, and a little upset? If it’s the first one then give yourself a break and enjoy a little entertainment. If it’s the second one, then read on and lets do something about it.

Before starting with a new client I always start with the same 4 concepts:

Mission Statement
AIDA
MAD-R
SWOT

Once I’ve gathered as much info as I can using these 4 concepts is when I then begin the strategic and tactical planning. After all, knowing is half the battle.

Mission Statement
A good mission statement is a powerful thing. It can focus activities, inspire individuals, commit resources, fuel corporate communications, clarify marketing messaging, and provide guidelines for tactical and strategic planning. It should be the guiding force behind your decisions because it’s what your company stands for.

When was the last time you looked at your company’s mission statement? Do you have a mission statement? If you don’t have one then get on it right now. If you have one then pull it out and see how everything compares.

Does your content support your mission statement or is it in opposition of it? Do your profiles and campaigns work to further your mission? Let this be your “guiding light”.

AIDA
AIDA stands for Awareness, Interest, Desire, and Action. It doesn’t matter what tools or platforms you’re using for your marketing the classic AIDA model can help you organize, define, and focus all of your online activities.

Figuring out where everything falls in this classic sales & marketing funnel will help define a purpose and style for everything. It will help you understand what’s happening in your processes and why.

MAD-R
Money, Authority, Desire, and Response. MAD-R are the attributes that define what a market is. When you find these attributes in a much higher concentration then it’s considered a target market. Do you have these laid out for your customers?

Knowing these attributes will help define your messaging. It will define the words you use, the keywords you strive to rank for, even the jargon you associate with your business and your products. Knowing exactly who your target market is and why they’re your target market can make a huge difference in the content you create, the things you say, and the decisions you make.

SWOT
Strengths, Weaknesses, Opportunities, and Threats. You probably did this when building the business plan for your company and now is the time to revisit it.

SWOT can be applied to any part of your business or the business as a whole. Run a SWOT analysis on your marketing to see where you can make improvements and build better campaigns. Use it to analyze sales and customer service to find ways to improve their results. It’s another classically powerful way to help simplify and optimize your business.

When you combine the power of knowing exactly what direction you want to go, funnel organization, customer info, and objective analysis your decisions become easier. Using these concepts will help to organize and clarify your messaging and simplify and optimize your online presence.

Thanks for reading,
Josh “Shua” Peters

Pandora and Facebook make beautiful music together

Pandora FacebookYesterday I was stunned when I went to Pandora‘s site and the music of Blaqk Audio started playing before I even signed in. I double checked Foobar to make sure it wasn’t playing, checked other tabs to see where the music was playing from and then I noticed the little bar pictured to the right.

How great is that? Pandora has integrated with Facebook and could tell what I would like to hear based on my Facebook profile (which I was signed into at the time).  I don’t know when they did this but it’s genius, and I have to wonder why other sites aren’t doing the same.

Could Amazon increase their sales even more if when you went to their site they had a “based on your Facebook profile we recommend” section? What if IMDB presented you with a previews of movies you do / might like based on your Facebook profile.

What about brick and mortar stores with an online presence? BevMo could have a “playlist” of beverages ready for you to select from. Target could build a suggested shopping list. The possibilities are virtually endless.

Sign in to Facebook and head over to Pandora and let me know how it worked for you, and while you’re at it can you think of other places where this kind of technology would be helpful?

Thanks for reading,
Josh “Shua” Peters

Social Media Integration – How do all the pieces fit?

Social media integrationSocial Media Integration takes several forms (Inside, outside, local, global, enterprise, etc.), all of which take some major planning and time to execute. However, there are some basics that you can tackle and start building on your existing Internet marketing tactics.

SEM (SEO / PPC)

Search Engine Marketing (SEM) is all about getting people you find you and your products via search engines. As such there is a lot of target content, landing pages, etc. that can be used for your social media usage as well.

SEO

There have been several studies done to show that brands engaging in social media are much more likely to be searched for. With your SEO efforts in full swing you will have better control of what people see when they search for you. Also, you can ensure that your social profiles are linking back to perfectly optimized pages.

PPC

If you’re doing PPC right you’ll have target landing pages created for your campaigns. These pages should have gone through A/B testing, SEO, and user testing to ensure that you’re getting the most out of your PPC dollars. These pages are the links you want to send out via your social profiles. Be sure to use a link tracking service to see how the links are doing.

Email Marketing

Put links to your relevant social profiles in the emails and display them prominently. This should help you build your community from existing customers / fans. You can also export your email list to a gmail account and then have Twitter find people for you to follow who subscribe to your email.

Tip: If you’re going to create a list on Twitter of people you find this way, make it a private list.

Media Buys

If you buy ad space online then be sure to include the icons for the social outposts you use. This gives people the ability to go and get more information about you. While ad CTR typically hovers around 1%, and demonstrates our lack of interest in traditional marketing, it doesn’t demonstrate our lack of curiosity.

Press Releases

The cornerstone of PR is a great place to promote your social profiles. At the end of your press releases add the line “for more information check out our web site or look us up on Twitter and Facebook” with links to all three. Here is a good way for people to move from something static (release) to something dynamic (your interactive profiles).

Design

Your social icons / links should be placed prominently on your site. If you’re using these tools then use them properly and be proud of it. Give your customers more ways to contact you and interact with you. Build more value into your online presence and integrate your feeds on your site (where appropriate).

Personally, the first thing I do when looking at a company is see if they have a Twitter, Facebook, etc. account and then look at them. Based on what I see is what I base my initial opinion on and then move from there. I’m not alone either, as more and more people are getting involved they’re expecting more and more from companies.

What do you think? Anything else that should get added to the basics list?

Thanks for reading,
Josh S Peters

Twitter Cheat Sheet

Today I was speaking with one of my coaching clients and he asked me “Is there a Twitter cheat sheet anywhere I can get?” In TwittFaced (Your Toolkit for Understanding and Maximizing Social Media) my co-author and I cover Twitter basics and ideals extensively, but I have yet to do that here.Well friends, that’s what this post is.

The Twitter cheat sheet is a quick and dirty primer on Twitter. I’ll cover some of the basic terms, symbols, and ideas behind using Twitter. If you’re reading this in your email or RSS reader and don’t think it will be helpful to you, please send it on to beginner who might benefit, thanks.

Twitter Cheat Sheet

Twitter is a communication and networking powerhouse that connects people to each other, ideas, and topics. It’s a way for businesses to connect to their customers, get feed back, and interact with the people who enjoy their products enough to talk about them. The problem, for some, is getting started and understanding the symbols and terms used on Twitter everyday.

Twitter Symbols and Terminology

@ – The at sign is how you talk to people. Anytime you see @ followed by a username the message is either being directed at, or referencing to that person.

  • ex: @JoshSPeters Thanks for putting together the Twitter cheat sheet, it’s awesome!
  • ex: I really enjoy @JayBaer‘s blog. It’s very insightful and informative. You should check it out.

# – The hashtag denotes a topic, event, idea, etc. that your tweet pertains to. The tag can be placed any where in the tweet, but is often put towards the end.

Twitter Cheat Sheet Hash Tag

RT – This stands for ReTweet. It’s a way of echoing what someone says, or sharing what someone has said with your own followers.

Twitter Cheat Sheet RT

Fav – The little star icon that comes next to tweets (on Twitter.com) is how you favorite a tweet. Favoring a tweet is a way to collect tweets you find inspirational or to save for later if you’re on a mobile device

Twitter Cheat Sheet Favorite

DM – Stands for Direct Message. This is a private message sent between two people that only those two people can see.

Twitter Cheat Sheet Advice

When picking your Twitter name give it some thought. Try to get your own name if possible. If not, then try to get something that represents you, and don’t fret too much about it, because you can always change it later.

Fill out your profile! Put your real location (so people can find you) and HONESTLY fill out your bio. Make it interesting and don’t just stuff it full of keywords and banal crap, tell us who you are and what you like.

When it comes to Twitter who you follow is completely up to you. Just because someone follows you does NOT mean you have to follow them back. It’s all up to you.

Amount of followers someone has doesn’t mean much, in fact the amount of Twitter followers someone has could mean nothing at all. The value you get from Twitter is all from who you follow and why.

Can’t figure out where to start? Just jump right in. Find some people in your area and just start talking to them. Connect to some new people and make some new friends. After all that’s what Twitter is all about.

Use a link shortener like Bit.ly to share your links. This will help you use fewer characters for links in your precious 140 limit per message.

Once you start following 100+ people it’s a good idea to start using a 3rd party Twitter app like TweetDeck to help you “manage the madness”.

Be sure to send more @ messages than links or updates. This is a medium for 1) Connecting 2) Communicating 3)Sharing. You will never get beyond the introductory stages of Twitter if all you do is broadcast crap all day long.

If you have any Twitter related questions or have some tips of your own please add them to the comments below

Thanks for reading,
Josh “Shua” Peters