In the rush to implement the latest social and digital marketing programs, many marketers appear to focus on the communication aspects of their initiatives, often without much thought about the underlying strategy. They cite increases in followers, likes and visits and celebrate their successes. But while increased reach is important, if one is not focused on reaching the right target audience and providing a product or service that actually satisfies some stated or unstated need, they may be investing in something with little chance of a return. Just because this is the digital age does not mean that the marketing basics do not apply. [Read more...]
One of the fun parts of my job is that I work with very smart people–my clients. One of them told me that they have no interest in figuring out their LinkedIn strategy. It’s not that he doesn’t care about LinkedIn–far from it–but he is voicing something that is critically important in marketing: understanding the difference between tactics and strategy. His point is that if you don’t understand your overall strategy, you’re not ready to think about LinkedIn. [Read more...]
People are constantly using the Internet. Whether they are browsing from a desktop computer, laptop, smart phone, or tablet, the Internet is always “on”. When people are looking for information and researching products and services, they turn to the Internet. More specifically, they turn to the search engines. Businesses today understand that in order to be successful online, they need to have a positive search engine presence and invest in SEO. However, a mistake that they can sometimes make is to think that working on SEO is enough. While SEO is an important piece of the puzzle, an SEO campaign should only be one part of a well rounded marketing campaign that includes online and offline tactics. Scaling back on everything else to focus on SEO will limit the potential of the SEO campaign.