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Are you mistaking marketing tactics for strategy?
Diversification (marketing strategy) (Photo credit: Wikipedia)
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 the remainder of this entry »
SEO is Only One Part of an Integrated Marketing Strategy
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.
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Are colleges waking up to social media?
Image via Wikipedia
My daughter has reached the end of her college selection process. She’s our first student headed off to college, so it was a learning process for all of us. She did a great job and she was accepted to her “college of choice” and she is relieved and happy. But I can’t leave well enough alone. As a self-appointed social media expert, I spent a lot of the time watching how she navigated the Web and what made her decision to attend the school that she did. As I did so, I kept wondering whether colleges are waking up to social media. Without naming names, I can tell you that many clearly are not. Read the remainder of this entry »
