Digital and Email Marketing Strategies and Tactics | eMarketing Innovation Insights

Understand Your Site’s Content Management System

Sites built on top of content management systems have become very common. WordPress and Drupal sites seem to be the default for most trainers, consultant, and professional coaches. However, many sites that are created with a content management system fail to serve as a templating system because they don’t render pages or posts appropriately. It’s

Make Social Sharing Easy

Most people engage in social media to interact with a target market and gain a following. Often times, generating that interest is easier said than done. Valuable commentary and content is a prerequisite to gaining a valuable following but beyond that, sharing should be made easy on your audience to broaden your reach. The unique

Making Your Digital Marketing Relatable

It’s not uncommon for us to run into a trainer, consultant, or professional coach that says, “I’m putting a lot of effort into marketing and I’m just not seeing results.” Sometimes the effort is questionable but many times there is a legitimate marketing campaign being rolled out with little to show for it. If you

Simplify Digital Marketing Systems

There are countless tools that can be used for digital marketing. Just finding and selecting the right mix can be arduous, but to further complicate all of these options, many of the systems offer overlapping features which may or may not be useful. In planning a system for digital marketing, make a list of criteria

How is Your Sales or Lead Data Being Collected?

Digital marketing’s goal is to bring in leads or sales so it’s important to know how you are collecting that data. However, it’s common for trainers, consultants and professional coaches to put little thought into how their marketing data is collected let alone have a strategy behind it. Sales and lead data can be collected

Always Keep Key Performance Indicators (KPI) in Focus

Every marketing campaign should have clearly defined key performance indicators (KPI) that are completely within the control of that marketing campaign. For instance, a KPI could be registrations for events, requests for more information, RFPs, or sales from an online store. Those KPI’s should then be assigned target numbers that serve as a benchmark to

Mismatched Digital Marketing Metrics

Comparing 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

Marketing Shouldn’t Take Vacations Even When People Do

Everyone needs a chance to get away from work for a while. However, when it comes to trainers, consultants, and professional coaches, one person’s vacation can become a vacation from the firm’s marketing. With some planning and effective use of available digital marketing tools, there is no reason that vacation schedules should result in a

Take Account of Cross-Audience Exposure in Marketing Campaigns

It’s great to understand your audience and the personas of your target market. It’s equally important to know how these audiences interact and make sure that an agenda to engage one group does not alienate another target group. As marketing campaigns are planned, it’s important to identify which channels might cross audiences and ensure that

Email Marketing: An Email is Not a Website

Each email in a marketing campaign should have a singular purpose and drive toward that singular purpose. That’s not to say that there might not be a secondary or tertiary focus, but there should not be confusion on the primary thing that the email is offering the audience. There definitely should not be ancillary information