Last 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,
Read moreAs the year closes out, digital marketing goals should be set for the following year. This can be especially true in digital marketing because campaigns can be repetitive and trainers, consultants, and professional coaches might allow that to lull them into complacency. This can cause swift declines in results due to the digital marketing environment changing so rapidly. As you
Read moreComparing disparate data doesn’t provide a lot of valuable insight. However, this sometimes happens when trainers, consultants, or professional coaches try to rush the numbers to get trend data. Here’s a common example we might run into. An industry standard of a metric, like search engine hits to a website, is used as a comparison to gauge the effectiveness of
Read moreIn asking trainers, consultants, and professional coaches what their keyword focus is, the answer is typically something general like “Sales Training”. There are two problems with this general objective. The first is that such a simple term will be very hard to rank highly because the competition will be intense and it will take a lot of time, energy, and/or
Read moreIt’s not uncommon for a trainer, consultant, or professional coach to ask for their site to be updated with SEO “tricks”. The problem is that “trick” usually means “shortcut”. SEO is not a one shot project. Good SEO requires ongoing content generation, appropriate on-site structure, and responsible off-site linking and promotion. In short, there’s no simple trick that will reliably
Read moreArticle and content reuse can be a valuable way to save time in producing the quality content that drives productive online marketing. It can also be a crutch that leads to repetition, disinterest, and obsolescence. It’s rare that I encounter a trainer, consultant, or professional coach that isn’t strapped for time. Any strategy for decreasing the time commitment to sustain
Read moreWhen viewing web metrics, many consultants, trainers, and professional coaches want to boil things down to good and bad. High counts of visitors are good, low are bad. Low bounce rates are good, high is bad. While some of these principles can serve as guidelines, page or user context is critical in analyzing how to improve a page. A statement
Read moreSuppose someone asked you to drive from your home to the nearest grocery store. It would be a strange request but easily fulfilled. Now suppose they wanted you to be blindfolded for the trip. That’s an impossible task and the assumption would be that the requester was crazy. Even if the store was close and the route familiar, there is
Read moreSearch Engine Optimization (SEO) has transitioned from a quick hit process to a more gradual improvement process. While consistent updates have long been the mantra of good SEO specialists, it’s now become a necessity. Many of the on page tricks or directory link blitzes of the past for immediate improvement have much less impact than in the past. Gradual updates
Read moreThere is one person who will repetitively visit your website, you. When consultants, trainers, or professional coaches decide to make online marketing a priority, they often begin checking in on the site to see changes or to inspire ideas. While that level of engagement is great, it can cause false results on the analytic reports. The last post was about
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