Digital marketing is a business development activity which means it should directly or indirectly generate revenue. For trainers, consultants, and professional coaches that sell their services to other businesses, the contribution typically comes in the form of leads. Since marketing’s goal is to generate revenue the budget should not be set higher than a reasonable projection for generated revenue. Establishing
Read moreEmail marketing presents a unique challenge from other digital marketing platforms in that it has a single definitive send. Once it’s sent, there’s not a reliable way of retracting the communication. So unlike your website, digital ads, or social media posts, mistakes can’t be overwirtten live at the source. So when mistakes are not caught before a send, how should
Read moreThe amount of tools available for digital marketing is growing exponentially. The quality and prevalence of these tools varies greatly. This often makes it difficult to identify and effectively implement the tool that’s best suited to your marketing campaign’s needs. One common factor that drives a decision to adopt a tool is whether it’s free or fee based. This factor
Read moreAs digital marketing channels go, email marketing is the senior citizen. Email was developed at the dawn of the internet and leveraging that technology for marketing was not far behind. Of course, email marketing has evolved heavily through the years but what is its current role? There are two opposing views on the importance of email marketing which greatly over-emphasize
Read moreMark Twain said, “It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.” Trainers, consultants, and professional coaches should take that quote to heart when analyzing their digital marketing campaigns. Our biases about digital marketing are often what prevent us from objectively considering new marketing channels or techniques that
Read moreOften times trainers, consultants, or professional coaches use their own email or mobile inbox to test their email. While this can be a good first impression, it should not be the final word on layout decisions. Because email platforms, mobile inboxes, and personal settings greatly influence how an email marketing message is viewed, a more diverse testing method should be
Read moreThe discussion over HTML emails vs. text emails has gone on for some time and continues to be debated. Our general thought is to let your audience decide which format they prefer. However there is a situation where text messages clearly outperform. Personalized email messages, with a very targeted offer, and sent from a particular trainer, consultant, or professional coach
Read moreMost trainers, consultants, and professional coaches have a lot of good ideas, strategies, and tactics that they are eager to share with their target audiences. Sometimes that eagerness boils over to form an overloaded and cluttered email marketing newsletter. Typically, it’s best to simplify an email campaign so that each email has a single topic and/or a single call to
Read moreIn a recent conversation with a client that offers sales training and consulting, the owner said, “We’re burned out. Everything seems the same. We start putting together content and inevitably we end up writing a similar article every time.” It’s not uncommon for trainers, consultants, or professional coaches to fall into a rut because they forget the power of their
Read moreLast week I visited a national park that is a civil war battlefield. During a conversation with the Ranger at the visitor center, she mentioned that the national park service had encouraged each park to do a promotion that tied in with the release of the new Star Wars movie. She explained that several parks came up with good promotions,
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