I was part of a strategizing meeting for a new online marketing initiative years ago. The owner of the company who was looking to start the new campaign interrupted the project manager on seeing a sample landing page layout and said “I’m not sure about that shade of blue in the background.” The blue in question was pulled from their
Read moreThere is a lot of “common knowledge” that floats around about what’s good for a particular metric and what’s bad for a particular metric. While these numbers can serve as a guideline they are likely a poor benchmark. Make sure that an industry average actually applies to your industry. As an example 10% is often used as a good click
Read moreEvents can be a powerful call to action. They can also be a source of stress as a marketing tool because it can really put a firm’s reputation on the line. The embarrassment at having only two people show up for an event is tangible and gives a poor first impression to the limited audience members. This stress often leads
Read moreEvents can be a powerful first step for most trainers, consultants, and professional coaches. They literally put trainers, consultants, and professionals coaches on the podium to illustrate what they do and how they help clients. Events can serve as a great call to action. Dedicated invitations can be created and delivered via email or postal mail but small promotional ads
Read moreEvery online marketing campaign should have clear calls to action. But commonly trainers, consultants, and professional coaches will say, “I’m not sure I have a good call to action.” That’s a big problem, it’s like giving people directions without picking a destination. You’ll get somewhere but probably not strategically toward a sale. There are five common calls to action that
Read moreTrainers, consultants, and professional coaches tend to strive for perfection. On the surface that seems like an asset but it can become the undoing of their online marketing. The problem with perfectionism is it often becomes fruitless debate or nit picking. Gradual improvement is admirable but requires testing not nit picking. At a certain point in online marketing timeliness runs
Read moreConsistency is often the lacking feature in an otherwise solid online marketing campaign. Strategizing and planning tend to be what trainers, consultants, and professional coaches want to tackle but consistent execution can be elusive. That said consistency can become repetition which is a sure way to lose audience interest. Consistency is born from a marketing calendar and a company brand
Read moreIf there is a number one offender on why consultant’s, trainer’s, and professional coach’s marketing campaigns don’t work it’s over-strategizing. The best plan ever conceived is worthless if it’s never put in place. Over-strategizing revolves around one central problem, too much thinking and too little action. Admittedly marketing consultants and contractors contribute to this problem. Talking about a great idea
Read moreThere is no shortage of email, social, and online marketing to sample from. It’s a common occurrence for us to get a forward saying, “Can we do something like this?” While there is nothing wrong with getting inspiration from other marketing campaigns; trainers, consultants, and professional coaches need to assess whether the marketing strategy works for their business. Recently I
Read moreA level of professionalism in your online marketing’s writing or media is essential. However, overdoing “professionalism” can make online marketing less effective by making a trainer, professional coach, or consultant overly generic. I was recently working on an email campaign that included video tactics that a trainer had made. This trainer was a dynamic personality that clients loved and appealed
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